Upon joining General Implement Distributors® (GID), my first major assignment was to develop the next-generation General Implement Parts Catalog, a key element of the division’s outbound marketing strategy. Although management anticipated a twelve-month timeline for the comprehensive parts catalog, I completed the first draft in just five months, leveraging my Adobe InDesign and media curation expertise.

In addition to expediting production, I reduced costs by creating promotional spreads highlighting products from our top vendors. Collaborating with Group Schumacher®, Kondex®, Weasler®, and Concentric International®, I cut the total catalog production cost by 37%. Since its release, the new Parts Catalog has been met with overwhelmingly positive feedback. Its impact on the inside sales team has been significant, resulting in increased telephone sales conversions and reduced time spent on parts inquiries.

Moreover, the catalog introduced many previously assumed unavailable items to dealers, contributing to a sales surge as reflected in internal KPIs. As of July 2021, GID achieved total annual sales of $36 million, marking a 21.6% increase over the previous year and the best sales performance in GID history.