KEVIN PAWLOWSKI

Results-Driven B2B Channel Marketer

  • Channel Strategies & Support

  • Distributor Promotions

  • Demand / Lead Generation

  • Proven Track Record of Driving Sales Growth

Results-Driven B2B Marketing Director with a passion for igniting sales growth through innovative brand and product marketing, demand generation, and digital marketing strategies. Expert in developing marketing processes that deliver tangible and measurable results for highly technical industrial products.

  • Marketing Leadership: Over 20 years developing and implementing marketing strategies for a Fortune 200 company, with market analysis and segmentation, along with in-depth research and field work.

  • Marketing Program Development: Over 10 years developing revenue-generating marketing programs, including account-based marketing (ABM), SEM / SEO, content marketing, marketing automation, CRM integration, and ecommerce.

  • Sales & Channel Support: Business development for target and international markets, and collaboration with sales and product management teams to develop industry-leading marketing materials and sales training.

  • Product Management: Brand development, product development, product introductions, go-to-market (GTM) strategies, competitive analysis, packaging design, and technical support.

PROFESSIONAL EXPERIENCE ➤

  • Illinois Tool Works (ITW) - Kennesaw, GA

    Directed all marketing communications and digital marketing for a $50M division of a $16B global organization. B2B products sold in industrial markets through ecommerce and traditional sales channels. Industry segments included electronics assembly and repair, aerospace, medical device manufacturing, and heavy industry. Managed 12 outside reports at any given time. 

    • Developed and led major lead-gen initiatives including marketing automation, keyword advertising, content marketing, and SEO. Generated $2M+ in qualified leads per year,  and salvaged a rocky COVID year with a $10M order,  largest in company history.

    • Collaborated with channel partners to optimize website listings and sales promotions for leading industry distributors including Digikey, EIS, Hisco, Test Equity, Techni-Tool, Allied, and Newark Electronics.

    • Initiated and directed a content marketing strategy that increased website traffic 3X over 5 years.

    • Led implementation of Salesforce CRM across organization, providing a more disciplined and trackable pipeline for 70 direct and independent sales people.

  • Illinois Tool Works (ITW) - Amarillo, TX

    Led marketing department of 7 reports for TechSpray LTD, a $40M company that was  acquired by ITW in 2006. Managed product development, go-to-market (GTM) strategies, brand development, pricing, sales presentations, sales training, trade shows, advertising, PR, and promotions. 

    • Launched a line of new cleaning solvents to distributors and end users, which rocketed to the top-3 product line and 9% of total sales after 4 years.

    • Achieved 28% increase in material margin over 11 years with pricing strategies, including promotions, meet-comp, and general price list.

    • Boosted sales 5%-10% in target regions by developing a global technical sales training program for direct, independent, and distributor sales representatives.

EDUCATION / CERTIFICATION ➤

Indiana Wesleyan University – Marion, IN
Master of Business Administration (MBA)

Indiana State University – Terre Haute, IN
Bachelor of Science (BS), Graphic Arts Management

Cornell University – Online 
Marketing Strategy for Business Leaders Certification

American Marketing Association (AMA) – Chicago, IL
Product Management  |  Marketing Communication  |  Corporate Branding

TECHNICAL SKILLS ➤

    • Marketing Automation – Act-On, HubSpot

    • Analysis – Power BI, SEO PowerSuite

    • CRM – Salesforce 

    • Microsoft Office/365 – Word, Excel, PowerPoint, Access, Project

    • ERP – Navision, Epicor

    • Adobe Creative Cloud – Illustrator, InDesign, Photoshop, Premiere, Dreamweaver, Fireworks, Muse

    • Google – Analytics,  AdWords, Search Console

    • Web Platform / CMS - nopCommerce, ASP.net, Squarespace

    • Open AI – ChatGPT, DALL-E

    • Social Media – LinkedIn, Facebook, X, YouTube, Instagram

RECOMMENDATIONS ➤

  • Brett Robinson - Regional Sales Manager, Illinois Tool Works (ITW)
    Co-worker

    "I have worked with Kevin for over 20 years and contribute as part of my success Kevin's action in providing background marketing support. Kevin has professionally supported product launches, trade shows, brand marketing, end-user / distributor, training, data collection and analysis of sales of product trends and end-users in my territory.

    Kevin's online efforts kept us positioned as top ranking on targeted keywords and programs. Kevin's efforts in lead development and collection provided me with the top customer of my career. Kevin reviewed our distributors online presentation to insure we had current and the best case product presentation to their customer bases. Kevin also worked with me to develop and implement an online custom CRM program for our sales team and to automate and expedite the processing of new leads.

    Kevin posses a wide array of knowledge and skills of marketing and how it applies to sales. He is a marketing professional with a flair and knowledge of art that comes together to make him highly successful for any marketing or sales team."

  • Dane Wilkinson - Category Manager, Test Equity LLC
    Distributor partner

    "I've worked with Kevin for 10+ years during his role as a Marketing Manager to a leading electronics repair supplier. As a distributor partner working with Kevin, he has executed multiple distributor trainings, comprehensive site content audits, new product launches and strategic promotions to help provide solutions to our customers needs.

    He has always been dependable, knowledgeable, and collaborative. His contributions have helped play a pivotal role in positioning our relationship for growth over the years."

  • Dave Boysen - VP of Strategic Sourcing
    GM at ITW and direct supervisor

    I worked with Kevin at Techspray/Chemtronics. He was our Product Manager, but it is important to note that ITW isn’t big on “TITLES”! He was actually in more of a Marketing Manager role, doing “VP Level” work. He ran projects , anticipated marketing trends, provided competitive analysis and managed our product offering. He kept us “Out-In-Front” of our business and was key in helping us develop strategies to support that.

    Kevin is one of the most creative individuals I’ve ever worked with. I think part of that is due to his artistic ability. In those days the internet and social media weren’t what they are today and I was always impressed by the fresh ideas he had and how they were implemented online.

    In addition to these talents, Kevin is a leader with a solid business acumen. Surprised to hear that he left ITW but I’m confident he will make the leaders at his next firm proud they brought him onboard!

CONTENT SAMPLES ➤

  • Evergreen Content - 6,000+ word article that I personally wrote (without the help of AI), which ranks #1 for “conformal coating” on Google (I also wrote the #2 ranked article for another brand) usually as the featured snippet. This article generates around 2K visits per month, and ranks in the top 3 pages on the website.

  • Targeted Content - Technical article that I wrote (without AI) with the objective of attracting users of a class of chemicals that are soon to be discontinued. This article ranks #1 for “novec replacements” and “3m novec replacements”.

  • Targeted Landing Page - Landing page that I personally developed for the above-mentioned content.

  • Targeted Video - Video that I produced and edited for the target market mentioned above.

  • Technical Paper / Flyer - I wrote and designed sales collateral targeting engineers.

  • Medical Device Catalog - Targeted catalog that I wrote and managed the graphic design.

  • Article: B2B Channel Marketing

  • Article: B2B Promotions