Mark Hoyle

Director of Marketing- Home Centers

2020 – 2024

American Woodmark is one of the largest cabinet manufacturers in the US with over $2B in annual sales. Lead the largest channel, home centers, with over $1B in annual sales. Team consists of 9 marketing professionals spread across the country in both remote and hybrid environments. Sales grown 25% since taking role as channel lead. Responsible for growing the flagship American Woodmark brand as well as 6 additional brands sold in both Home Depot and Lowe's. Team owns all aspects of product launch and merchandising both in stores and on retailer websites. Ecommerce growth is a focus with online sales now representing over 10% of annual sales with goal of reaching 20% within 3 years. Updated and relaunched both brand VisID, branded websites and launched social media platforms in the channel. Driving innovation in merchandising approaches with retailers through new pricing concepts and major shift from print to digital.

President & Founder

2019 – 2020

Consulting business leveraging my marketing and product development experiences.

Vice President of Marketing and Engineering

2016 – 2019

KEY RESPONSIBILITIES: Charged with re-energizing company’s growth; responsible for research programs, marketing plan creation, implementation product road map development, product design and engineering, and all aspects of commercialization. KEY ACCOMPLISHMENTS: Delivered sales growth of $16M over three years; reorganized marketing and engineering groups to unified product development team; put focus on team training; took company from launching five to eight off-the-shelf products per year to 30 products launches in 2019; initiated consumer use research programs; populated Product Road Map with five year plan; grew Leadership in eCommerce at Amazon from $600k in 2016 to $6.5m in 2018; developed Melnor's first Integrated Marketing Plan (IMP).

Director of Marketing, Latin American Business

2011 – 2014

KEY RESPONSIBILITIES: Established marketing as a function within the region; remotely managed four direct report product managers (two in Mexico, two in Brazil) and seven indirect report channel managers (one each in Mexico, Colombia, Puerto Rico, Brazil, Chile, Costa Rica, Peru). KEY ACCOMPLISHMENTS: Managed from Virginia through daily calls and bi-weekly travel to the region, all while learning Spanish and Portuguese; conducted consumer research to guide regionally adapted products; established pricing across all areas of the region, directed all A&P activities, development and implementation of annual Integrated Marketing Plan (IMP) and budget; grew sales in Brazil from $3M to $18M in two years, quickly establishing Rubbermaid as a solid number three in the market, with a trajectory of gaining number one position within three to five years. Exported Brazilian made products to other South American countries which helped grow overall Latin American business from $20M to $60M in three years.

Global Business Team Leader / Director of Marketing

2007 – 2011

KEY RESPONSIBILITIES: Seven direct and 20 indirect reports spread across six continents; delivered annual top and bottom line numbers to budget; full P&L responsibility for $175M+ global business; creation and implementation of rolling 18-month Integrated Marketing Plan (IMP); monthly reporting to organization leadership, bi-annual reporting to group president. KEY ACCOMPLISHMENTS: Maintained rolling three-year balanced product road map with target to attain number one market position within each core category; grew team members for advancement; led B2B commercialization of new product launches; developed and maintained relationships with key distributor owners and retail buyers alongside sales organization; grew microfiber sales from $6.4M in 2006 to $30M in 2011 through launch of the HYGEN Microfiber Cleaning System. The system received certification from AORN (Association of Perioperative Nurses), and was recognized by AHE as best in class. The training and support materials are what truly differentiated this system and led to its adoption by over 1,000 of the 6,000+ hospitals in the US.

Senior Product Manager

2003 – 2007

KEY RESPONSIBILITIES: Cradle to grave ownership of all products within assigned product categories; product pricing and positioning; product placement and differentiation. KEY ACCOMPLISHMENTS: Developed/launched series of microsites and online training modules that became standard for all subsequent Rubbermaid launches; developed a new mop bucket that had a 20% lower manufactured cost, stacked when stored (and during manufacturing ) wrings with 18% less effort, separated dirty from clean water and reduced splashing by 40% with patented wave stopping baffles. Trademarked product as the WaveBrakeTM Mopping System. Launched in 2005, by 2007 sales grew from $40M to $60M.

National Marketing Manager / Product Manager

1997 – 2003

KEY RESPONSIBILITIES: Developed, launched and managed line of cleaning chemicals for The Home Depot. KEY ACCOMPLISHMENTS: Gained in-depth product knowledge of chemicals, uses and negative interactions; provided product training for 80-person direct sales force; lead trainer at Home Depot employee annual regional events; developed, launched and grew a new line of 200 commercial cleaning products from $0 to $100M in three years, meeting all internal and external company objectives.

Landscape Designer / Department Manager

1993 – 1997

Developed and launched complete landscape design and installation program, with 11 other designers, in the Atlanta market in a 3 month period.

Bachelor's Degree

1988 – 1992

Graduated Cum Laude

Largest MTB Trail Building Program in WV History

Leading Largest Mountain Bike Trail Development Program in History of West Virginia Back in 2017, there were only about 7 miles of trails suitable for mountain biking at Cacapon State Park. That year, the park rebuilt 3 miles of the current trail system into a running dedicated XC race course, and closed it off to mountain biking. Instead of giving up and not riding in the park, a small group (about 20 people) of mountain bikers from Winchester, led by Winchester resident Mark Hoyle, worked with the park administrators to reopen some older trails for mountain biking. After successfully reopening and rebuilding 3.5 miles of trail for biking in 2018, Mark built a comprehensive trail plan with 16 miles of mountain bike trails and gained approval from Scott Fortney, the park superintendent. Things accelerated from there… The volunteer group continued hand-building trails and grew to be over 100 people, and Mark also began applying for grants to be able to have a professional trail builder come in and build a NICA interscholastic league race course. The volunteers hand built over 10 miles of trails, and grants started coming in. The key to writing and receiving the grants was support from the Cacapon State PArk’s non-profit foundation, which embraced the plans to make the park a mountain bike destination. With the money raised organically, plus grants from People for Bikes, Club Ride Apparel, and from Morgan County, we built our first professionally designed trail for the race course and named Rock & Roll. The most important grant received was the prestigious Trail Accelerator grant from IMBA (International Mountain Bike Association) that yielded a professionally built and designed 35 mile trail plan. At about this same time in 2019, we received our first of three RTP (Recreational Trail Program) grants. The RTP grants totaled $440,000 and were supplemented by state park grants and were used to build over 8 miles of new trail, including a signature trail from the top of the mountain named Thunderstruck and build of a skills park at the old Batt picnic area. This caught the attention of WV Tourism and many others in WV government and everything came together in 2023 with being awarded a federal Economic Development Association (EDA) grant totaling $3.5M to complete the trail plan started by Mark, improved and expanded by IMBA, and now finalized and built. The economic impact study completed for the EDA grant application showed that completing these trails at Cacapon will have a $1.0M+ per year positive impact on the region around th park, which includes Frederick County, Virginia. When finished in late 2026, Cacapon State Park will have over 50 miles of mountain biking trails and be firmly established as one of the top east coast destinations for the sport and is right in Winchester’s back yard!