1. VC MARKETING, INC
29 New York Ct. Dana Point, CA 92629
Telephone (949) 201-9537 • E-Mail: vcanori@cox.net
SUMMARY
Senior Executive with proven executive experience and abilities to manage, direct and guide Sales, and Operations.
Record of demonstrated leadership and commitment to quality management, maximizing the utilization of resources
through innovative approaches achieving cost reductions and win-win solutions. Skilled in the evaluation of profit
centers in order to create and implement new marketing strategies. Excel in the development and implementation of
large-scale projects within highly competitive markets. Skilled in assessing requirements, determining priorities,
analyzing course of action and making adjustments for peak efficiency and profitability. Excellent communication
skills. Record of achievement, dependability and integrity.
KEY STRENGTHS
• Well versed in all phases of management including profit and loss responsibility, forecasting and
budgeting.
• Highly organized with an eye for detail with strong skills in coordinating multiple projects
simultaneously.
• Successful team building and leadership skills, producing a highly motivated and cohesive
organization.
• Quickly establish and maintain strong working relationships with all levels of management,
personnel and clientele.
• Superior ability to manage projects, negotiate contracts and close deals.
• Extensive travel to China for product development and factory visits.
ACCOMPLISHMENTS
• Increased sales by 150% by increasing distribution from 500 stores to 17,200 stores and returned
the company to profitability for the first time in four years.
• Grew revenue from $280 million to over $450 million during tenure.
• Created a retail entity that secured major national accounts including Lowe’s Home Improvement
and Menards.
• Developed superior trade relationships and directly established partnerships with executive
management and buyers throughout North America.
• Increased revenue from $4 million in 1978 to $100 million in 1986.
EXPERIENCE
VC MARKETING,& CONSULTING, INC
Dana Point, CA
PRESIDENT 2011-Present
• Carrying out research and data collection to understand the organization.
• Interviewing client's employees, management team and other stakeholders.
• Running focus groups and facilitating workshops.
• Preparing business proposals/presentations.
• Identifying issues and forming hypotheses and solutions.
• Presenting findings and recommendations to clients.
• Implementing recommendations/solutions and ensuring the client receives necessary assistance to execute the
plan presented.
• Developed and Built Brands with U Neek Brands, LCD out of Calgary Canada, Brands that we brought to the
U. S. Market were Caffe Cagliari from Modena Italy four generation family owned company that in fourteen

2. months established the brand I major retailers throughout North America. Worked with the Directors and the
Cagliari Family to get the brand ready to launch in the North American Market.
STEFFANINO’S INC. Costa Mesa, CA
Chief Operating Officer 2002- 2011
• Managed operations (price structure and inventory), distribution, sales and marketing and overall profitability of
the company.
• Successfully hired staff, and managed the day to day Wholesale business and operations.
• Developed a Hospitality business unit with distribution throughout the nation.
• Created a retail entity that secured major national accounts including Lowe’s Home Improvement and Menards.
• Developed and designed with international client (China) Wall Décor, Bath Vanities, Medicine Cabinets, and
Mirrors.
• Forecasted and managed shipments from factory in China.
CABOT LABORATORIES Morgan Hill, CA
Vice President, Director of Sales & Marketing 1996- 2002
• Managed sales and marketing, operations and distribution.
• Increased sales by 150% by increasing distribution from 500 stores to 17,200 stores and returned the company
to profitability for the first time in four years.
• Developed superior trade relationships and directly established partnerships with executive management and
buyers throughout North America.
• Successfully created and negotiated the development of private label bath programs for major retailers
nationally.
ARNET PHARMACEUTICAL Miami, Florida
Vice President, Director of Sales & Marketing 1994– 1996
• Directed sales and marketing, operations, R&D, production, quality control, forecasting, budgeting, P&L and
ROI.
• Created specific plan identifying market trends, established competitive retail pricing and equitable gross
margins.
• Created all Sales and Marketing materials.
• Executed National Sales and Marketing Program including Co-op and Promotional Support, trade and consumer
advertising support.
• Grew distribution from 0 to 10,000 plus stores nationally through mass market, chain drug, wholesale and deep
discount.
REVLON INC New York, NY & Los Angeles, CA
Senior Vice President - Sales & Marketing 1986- 1994
• Administered national and international sales and marketing, forecasting, budgeting, P&L, and ROI for the
cosmetic, fragrance and beauty care divisions.
• Managed 260-person national sales team.
• Grew revenue from $280 million to over $450 million during tenure.
• Developed a strategic long-term deployment plan encompassing complex changes of retail headquarters with
overall organizational growth plans.
• Delivered account specific reviews and negotiations resulting in proper distribution, effective retail pricing and
promotional strategies while reducing cost of sales.
ALMAY INC. New York, NY & Los Angeles, CA
Vice President - Sales & Marketing 1978- 1986
• Directed all domestic sales and marketing.
• Created and managed a team that established Almay as a dominant cosmetic and skin care company.
• Increased revenue from $4 million in 1978 to $100 million in 1983.
• Worked on design, creation, and implementation of line merchandising concepts and introduced planograms
that have become the industry benchmark for Almay and its competitors to display skin care.

3. • Hired, trained, and developed sales staff utilizing excellent interpersonal communication and motivational skills
to develop both groups and individual effectiveness.
• Interfaced with all key departments including marketing, sales planning, customer service, and operations.
• Implemented the restructuring of the sales force, including consolidation, goal planning and sales tracking.
• During tenure, Almay achieved and sustained 5 year revenue growth in excess of 25% annually with pre- tax
earnings above 18%.
EDUCATION
FRANCISCAN UNIVERSITY OF STEUBENVILLE Steubenville, OH
Bachelor of Science, Major in Accounting and Business Administration 1978
SEMINARS/COURSES/CONTINUING EDUCATION
• Managing a Sales Force
• American Management Associates
• The Seasoned Manager
REFERENCES
Available upon Request