larry burke
OEM PARTNERSHIPS · Guidepoint
York, ME
In My Own Words
- Highly collaborative and results-driven Sales Leader with 20+ years of highly successful regional leadership experience with internationally recognized premium brands in sales, marketing, product development, brand management and original equipment sales (OEM).
- Recognized by Senior Leadership as a strategic planner with proven talents to research, assess and penetrate challenging markets. Demonstrated ability to identify key OEM players in the market to support strategic customer acquisition.
- Known for building highly capable sales teams and fostering a “One Team” culture where team members feel supported, seen, and empowered. Takes pride in assessing each individuals’ strengths and developing the team in a way that enables each person to make an impact and feel like a valued contributor.
Work Experience
Vice President
Guidepoint2023 – Present
Guidepoint Advisor (Oct 2023 – Present) Serves as an Executive Advisor (through Guidepoint) to the Premium Outdoor Lifestyle, Snowsports and Cycling Brands on (GTM) Go to Market strategy. Most “clients” were looking to tap into specific insights to gage if their North American GTM strategy was well timed and properly resourced.
Consultant (Remote) 2023 – Present
Client Highlight (NDA)2024 – Present
Contracted by a North American outdoor equipment/cycling manufacturer as their VP of New Business Development to on-board new customers and successfully accelerated the business. Secured key customers (premium brands) to support onshoring capabilities, resulting in strategic GTM efficiencies, reduced lead times and supports domestic OEM / production. Ability to leverage 'A' list portfolio of clients / brands for new business development & opportunity. Secured partnerships with premium OEM Global component suppliers, premium domestic brands and developed long term partnerships. Strong capabilities to navigate and leverage multi-brand portfolios to maximize revenue potential and profitability.
Vice President North America Sales
Polartec2018 – 2023
Recruited by CEO to lead North American Commercial Team and re-engage strategic core outdoor customers. Successfully increased sales 18% & 10% EBIT within 15 months and energized key account/sales team. Strong team player working as a part of the Polartec Leadership Team to successfully position the Polartec brand for 2019 Strategic Merger and Acquisition to Milliken Textiles. Traveled extensively with the Key Account Team, Product Management, R&D and Operations to promote ‘One Team’ approach/cross collaborative teams that increased internal efficiencies, improved service and communication with all customers resulting in Global revenue increase to $141M. Increased bookings 50% in 2021 with new customers, new revenue stream of: +$30M during global pandemic and pivoted from wholesale/retail focus to D2C Omni-channel approach with all Key Accounts. Leveraged successful joint marketing plans with 'niche' and prestige brands that maximized profitability and revenue growth. Received high-performance evaluations for leading the North American Team during the Global Pandemic and fostering a highly collaborative work environment, positive atmosphere and well respected sales team.
Key Account Commercial Director OEM
ENVE Composites2017 – 2018
Identified new customer targets and promoted existing key accounts as long-term business partners which resulted in increased OEM sales +20%. with premium global cycling brands and increased premium wheel market share to 60%.
Commercial Director OEM Sales / Interim Managing Director / Aftermarket Sales Director
Mavic2000 – 2018
Commercial Director, OEM Sales, North America (2000 – 2018) Identified new customer targets and promoted existing key accounts as long-term business partners which resulted in increased sales. Improved strategic commercial business relationships in North America, Europe and Asia that resulted in long term business partnerships. Superior service to all N.A. customers resulting in double digit growth. Increased OEM sales from $15 million to $42 million in 8 years with global premium cycling brands. Extensive travel domestically and internationally (Europe & Asia) to cultivate business relationships for long term mutual success
Interim Managing Director (2011 – 2013) Successfully managed the day-to-day operations and grew domestic hardgoods/soft-goods sales 19%. Selected by Mavic Board of Directors to lead the USA subsidiary during a critical transitional period. Demonstrated ability to manage: 5 core business units, 10 direct reports, 25 independent sales representatives and 5 company reps. Directly reported to the President of Mavic SA. Annecy, France. Managed multiple business activities and leadership within the North American Aftermarket (AM) and Original Equipment Sales (OEM) along with Key Accounts and National Accounts. Established business goals/targets. Reduced OPEX by -8% during this period and used cost savings for opportunity to take the Mavic's North American Sales Team to Mavic HQ in Annecy, France and tour the Mavic facilities, learn how the products are developed and manufactured. Received “Outstanding Leadership Award” during this period by the Mavic Board of Directors. North American Sales Manager (2010 - 2013) Led Aftermarket Sales Team of 30 Sales Representatives. Identified regional areas in need of improvement and provided the necessary support and commitment leading to Aftermarket Sales increase from $16.5M to $22M. . Activated Commercial Excellence Program.
