You are on page 1of 2

William M.

1321 Village Green Dr. Southlake, TX 76092
972-567-9370 *
Summary: Sales leader who has consistently delivered increased sales and profita
bility. I build a culture of innovation that delivers both short-term and long-t
erm success of management, sales staff and customers.

Experience: Lauren Publications/Dallas Child Magazine Addison, Texas

Associate Publisher & General Manager, April '07 to May '10
Drove increased bottom-line net profitability by managing all aspects of monthl
y magazine publishing including sales management, distribution, A/R, A/P, budget
ing, website sales and marketing development.
* Increased net profitability each month for 30 consecutive months
* Increased month over month growth by an average of 11% per month
* Profitably launched three new magazines in 12 months
* Increased individual sales productivity by 30%
* Negotiated with vendors saving the company over $400k annually

Theaddepartment Southlake, Texas

President/Principal, June '05 to April '07
Created and led a successful and immediately profitable business delivering incr
eased sales revenue through training, recruiting and C-level consulting.
* Built profitable client roster and delivered high-value services
* Grew from zero to 58 customers in less than one year.

Travelhost Magazine Dallas, Texas

VP of Sales, February 2003 to June '05
Directed a national network of 105 markets. Drove all local, regional and natio
nal advertising sales and franchises business sales.
* Increased penetration in key advertiser categories by 40%.
* Launched profitable and popular national program to match local markets, commu
nity groups, target audiences and readers through fine-tuned localized advertisi
ng messages.
* Shifted sales force focus to more profitable business travel segment, resultin
g in higher margin, lower cost of sales and longer commitment.
* Created research, prospect targeting and creative services department.
* Designed an ROI-based sales training program to acquires and keep profitable c

Trader Publishing/National Titles Division Fort Worth, Texas

Division General Manager, November 2001 to January 2003
Directed four nationally circulated publications targeting the high tech and pr
inting industries. Delivered increased profit, exceeded sales goals. Managed bud
get forecasting, circulation, production and content.
* Increased net profitability by 48% in six months
* Increased sales by 28% and new customer count by 12% eight months
* Increased penetration in key advertiser categories by 40%
* Optimized sales force, saving 48% on personnel expenses
* Improved collections, reducing A/R from 83 day to 34 Day Sales Outstanding in
a two month period.
William M. Schroeder, page 2 of 2

Hart-Hank's Shopper's Guide/ Arlington, Texas

Publisher, July 1999 to November 2001
Managed 36 advertising sales representatives for a 554,000 weekly targeted dire
ct mail publication. Responsible for all retail and classified advertising sales
, targeted insert sales and commercial print sales.
* Increased sales by 214% in a six-month period
* Launched a PAD (print and deliver) targeted zip code insert program
* Developed a targeted automotive advertising wrap

Lakeland Publishers/ Grayslake, Illinois

General Manager & Publisher, May 1985 to June 1999
Managed 12 community newspapers, direct mail publication, military publication
and an Internet ISP. Delivered high net profits, exceeded sales goals.
* Increased gross sales 428% in 8 years, from $1.4M to $7M
* Exceeded annual net profit goals by 14% for 6 years
* Assembled state wide marketing network consisting of 11 independent newspaper
groups with total network circulation of 1.4 million weekly
* Built business through long-term government contracts and business acquisition

Military: US NAVY-Public Affairs Officer

Commander, U.S. Navy Reserve, February 1991 to present.
Security Clearance: Top Secret/Special Compartmented Information (TS/SCI). Assig
ned to Navy Reserve Intelligence Command.

Education: National-Louis University Evanston, Illinois

Business Management, BA 1991
University of Illinois at Urbana-Champaign Champaign, Illinois
English Major, Economics Minor 1985