1. RANDALL L. HAAFF
1710 Seasons Ridge Blvd. haaffr@gmail.com
Evansville, IN 47715 (312) 925-4295
SALES AND MARKETING SUMMARY
Growth-oriented senior executive with over 25 years of commercial and consumer financial services profit and loss,
sales management and marketing success across diverse markets, industries and countries with General Electric
(GE) Capital, Fifth Third Bancorp, CNH Capital and NexGen Capital Partners. Key highlights:
• Experienced General Manager and sales leader achieving outstanding results operating both commercial and
consumer start-up and mature businesses with revenues up to $520 million, net income up to $120 million and
having over 520 employees. Responsibility for up to 220 sales personnel including direct-to-customer (telesales)
and internet sales.
• Skilled in working with key constituents and repositioning sales organizations around a coherent business
strategy including a documented and measurable sales process and effective compensation programs.
• Demonstrated ability to grow commercial and consumer sales through organic growth, pricing, new channel
penetration, new geographic/territory introduction, new/complimentary products and alliances.
• Creative in designing written, verbal and internet sales and marketing materials and their effective delivery.
• Received external awards for quality of service platforms and internal awards for the cross-sell of other
company/firm products and services.
SALES AND MARKETING PROFESSIONAL EXPERIENCE
RAYMOND JAMES & ASSOCIATES, Evansville, Indiana 2011-Present
A registered investment advisor and registered broker dealer offering financial planning and related products and
services to individuals and institutions with over $36 billion under management.
Financial Advisor
Serving as an independent financial consultant providing comprehensive planning for wealth creation, preservation
and transfer to individuals, families, small businesses and those engaged in the agricultural community.
NEXGEN CAPITAL PARTNERS, Chicago, Illinois 2009-2010
Start-up private equity firm providing value-added investment advice and advisory services to institutional and
individual investors.
Partner and Senior Managing Director
Partner in NexGen Capital Partners, LLC, a niche private equity firm. While entering a new industry responsible
for sales and marketing. Developed firm’s initial sales compensation plan and recruited initial 2 sales personnel
and initial Marketing Manager. Developed and implemented firm’s logo, website and collateral materials and
measurable sales process resulting in the signing of initial 2 clients.
CNH CAPITAL, Racine, Wisconsin 2005-2009
Global financial services subsidiary of CNH (Case New Holland) with $20.0 billion in assets. CNH is a publicly
traded company with ninety percent ownership held by Fiat the Italian conglomerate.
Vice President – Global Business Development (2006-2009)
While continuing to lead the U.S. and Canadian commercial and consumer businesses challenged to introduce
existing CNH Capital commercial and consumer products and services into international markets. Also
responsible for introducing new products/services and channels in U.S. and Canada.
• Conferring with key constituents analyzed product-market fit to determine which existing products to be
introduced in each international market. Developed marketing plan and recruited personnel including sales
and marketing personnel to drive product introduction and business growth. Resulted in the introduction of
commercial insurance into Europe, Brazil and Mexico, wholesale financing in Mexico and all commercial CNH
Capital products in Puerto Rico. Actions resulted in $15 million of incremental net income in 3 years.
• Analyzed U.S. and Canadian customer needs and market opportunities. Developed marketing plan and
recruited personnel including sales and marketing personnel for product/business introduction and growth.
Introduced commercial fleet leasing, commercial agricultural input financing and the establishment of
Maserati Financial Services. Also private-labeled existing CNH Capital commercial products for marketing
through new channels. Actions resulted in $10 million of incremental net income within 2 years.

2. Randall L. Haaff (312) 925-4295 Page 2
Vice President and General Manager, North America – Card, Consumer and Insurance (2005-2006)
Though new industry and markets accepted Company Officer and General Manager leadership role for early-
stage commercial credit card issuing, commercial property and casualty insurance and consumer loans and
credit card businesses in the U.S. and Canada.
• Working with key constituents determined go-to-market strategy and documented sales and marketing
organizational structure and measurable sales process including weekly sales progress report and use of
best practices. Personally led 18 territory sales managers and marketing team during first 12 months.
• Working with existing telesales organization designed processes for sales and signed third parties to drive
sales and cross-sales. Introduced CNH Capital’s first-ever sales incentive compensation plan.
• Results included 40% average annual sales growth while enhancing margins.
FIFTH THIRD BANCORP, Cincinnati, Ohio 1999-2005
Fifth Third (NYSE) has $103 billion in assets, revenues of $5.5 billion and net income of $1.5 billion.
Senior Vice President and General Manager - Merchant Services (2002-2005)
Accepting a leadership role in a new industry responsibility for the third largest commercial Merchant Acquiring
processor in the United States representing over $325 million in annualized revenue, $72 million in net income and
390 employees including 220 sales personnel. Products and services include credit and debit card and electronic
benefits transfer processing, gift card issuing and processing, equipment lease and rental and check verification
and guarantee.
• Quickly developed and executed a business plan driving average annual growth rate of 85% in net income
while enhancing margins. Focused on realigning the sales force to strategically target channel
opportunities and driving customer service processes to increase customer share-of-wallet; assumed
personal responsibility for 16 territory and channel sales leaders during initial 6 months. Radically
revamped sales incentive compensation to drive intended behaviors.
• Delivered dramatic improvements to product development, operations and customer service. Led the
organization to adopt Six Sigma tenets and metric-based management. Recognized by Visa and
MasterCard in 2003 and 2004 as having one of the best product sets and most efficient servicing platforms
in the industry. Served on Visa and MasterCard Merchant Services Advisory Committee.
• Established a 20 person telesales organization for the sale of products and installation of equipment
generating $50 million in new business.
• Introduced complementary products including a gift card business.
• Identified and executed an opportunity to sell a less profitable portion of the business, re-positioning the
core business for growth. Business disposition resulted in a gain of $150 million.
Senior Vice President and General Manager - Consumer Indirect (1999-2002)
P&L manager for Consumer Indirect business with $6 billion in assets, $520 million in revenue and $120 million in
net income, spanning markets in the Midwest, Southeast and Atlantic states; responsibility for 520 employees
including 180 sales personnel. Consumer Indirect products included loan, lease, balloon note, insurance and
cross-sales of other bank products and services. Sales channels included automobile, motorcycle, recreational
vehicle, marine and home improvement dealerships. Served on parent company Asset and Liability Committee.
• Upgraded sales leadership and implemented a consultative selling approach resulting in increasing core
sales of 25% annually while enhancing margins and stimulating cross-sales of over $350 million in bank
products and services; for initial 6 months led the day-to-day sales activities for 25 sales managers
encompassing 170 direct sales and 10 telesales resources.
• Developed sales plan improving net income over 57% per year on asset growth of over 40% per year while
enhancing return on equity. Expanded from primarily automotive financing to include other consumer
channels and launching sales in new markets. Introduced new products including excess wear and tear
insurance policies. Introduced first-ever sales compensation plan.
• Enhanced lease termination and remarketing processes. Introduced internet sales tools and established
telesales for resale of returned assets and cross-sell transforming remarketing from a cost center to a profit
center.
• Received recognition from Benchmarks as having the best servicing platform in the industry.