1. NICHOLAS
EDWARDS
PRODUCT MANAGER (13 YRS)
MARKETING MANAGER (7 YRS)
NATIONAL SALES MANAGER (3 YRS)
EXPERTISE
PRODUCT STRATEGY
NEW PRODUCT DEVELOPMENT
PRODUCT MANAGEMENT
MARKETING PLANNING
SALES STRATEGY DEVELOPMENT
LEAD GENERATION
SALES SUPPORT MATERIAL CREATION
RETAIL & B TO B SALES
CONTACT
1506 Butterfly Place
Hillsborough, NC 27278
nickedwards@nc.rr.com
919 357 0155
http://www.linkedin.com/in/nickfedwards/
Worked for five Leading
Fire Protection Companies
• Chubb Fire
• Kidde Residential &
Commercial
• Badger Fire Protection
• Buckeye Fire
• Rotarex
PROFILE
A professional Product Marketing Manager with 35
years’ experience in the fire protection industry. A creative
thinker with an extremely positive attitude, able to react
decisively to changing market forces to continually
optimize opportunities. Excellent communication skills,
with a unique ability to enthuse colleagues and customers
alike.
KEY ACHIEVEMENTS (most recent first)
• Invented, designed and launched The Hat Sponge into
US apparel sport channels. www.thehatsponge.com.
• Launched Firedetec Systems in the US. A new fire
detection and suppression product line.
• Developed and launched the Shield Fire Protection
line of portable extinguishers and aerosols into US
retail channels.
• Repositioned & introduced nine new retail fire
extinguisher SKUs into the US, resulting in increased
sales of 44% in three years.
• Introduced the Badger Extra line of hand held
extinguishers into the US commercial/industrial
market.
• Invented two new types of fire extinguisher for the
European extinguisher market.
2.
Introduced
FIREDETEC.
A line of Fire
Detection &
Suppression
Systems into
US Commercial
Channels.
EXPERIENCE
Company: ABC Fire Solutions
Dates: May 2014 to date
Title: Owner Operator
Owner of a small fire protection company, providing fire
extinguisher inspection, sales and training in the triangle
area of North Carolina. www.abcfiresolutions.com
Company: Rotarex North America
Dates: March 2012 to June 2013
Title: National Sales & Marketing Manager
Responsible for the product introduction, marketing
plan and sales of the Firedetec pre-engineered detection
and suppression systems line of products. Managed the
design of web site and sales support materials, including
brochures, data sheets, calculation guides, print ads, and
presentation and exhibition materials. Developed and
implemented a two-hour distributor training session and
delivered over 30 in North America and Mexico. USA
sales accounted for 58% of the Systems sales worldwide.
Company: Shield Fire Protection (Buckeye)
Dates: Feb 2009 to Feb 2012
Title: Marketing Manager
Responsible for developing a new line of portable fire
extinguishers to sell through retail channels. Managed the
marketing plan, and the introduction of new carton art,
new web site and sales support materials.
Developed and implemented marketing plan for two fire
extinguisher aerosols, resulting in placement in Home De-
pot. Produced TV Ad campaign for Kitchen Guard aerosol
spray.
https://www.youtube.com/watch?v=BRnRnawNb8Y
Protection for your world,
at work, rest and play
Product Catalog
Unit
Description
Part # UPC Case
qty
Unit
weight
Unit size
H x W x D
Carton size
H x W x D
Case size
H x W x D
Kitchen Guard KGUARD 850148002042 12 1.0 lb 9.75 x 2.75 x 2.75 N/A 10.0 x 8.1 x 10.75
Home Guard HGUARD 850148002059 12 1.0 lb 9.75 x 2.75 x 2.75 N/A 10.0 x 8.1 x 10.75
Home & Garage ABC 13315DH 850148002097 6 4.9 lb 14.5 x 5 x 4.25 16 x 5.5 x 5 16.75 x 16 x 11.75
Auto & Marine ABC 13315D 850148002080 6 4.9 lb 14.5 x 5 x 4.25 16 x 5.5 x 5 16.75 x 16 x 11.75
Auto & Marine BC 13415D 850148002103 6 4.9 lb 14.5 x 5 x 4.25 16 x 5.5 x 5 16.75 x 16 x 11.75
Pro 110 13315R 850148002004 6 4.9 lb 14.5 x 5 x 4.25 16 x 5.5 x 5 16.75 x 16 x 11.75
Pro 220 10916R 850148002066 4 9.0 lb 16.25 x 7.5 x 4.75 18 x 6.5 x 5.25 18.5 x 14 x 11.5
Pro 340VB 25614R 850148002028 4 9.0 lb 16.25 x 7.5 x 4.75 18 x 6.5 x 5.5 18.5 x 14 x 11.5
Pro 340 10914R 850148002011 4 9.0 lb 16.25 x 7.5 x 4.75 18 x 6.5 x 5.25 18.5 x 14 x 11.5
Pro 460 11310R 850148002035 2 16.75 lb 17 x 8.5 x 6.25 17 x 8.5 x 6.25 19.5 x 13.5 x 7
Product Specifications
Aerosol Fire Suppressant Sprays
Our two aerosol fire suppressant sprays provide an easy-to-use and effective
solution to the two leading causes of fire in the home. Kitchen Guard contains
a specially formulated wet chemical agent that can be safely used on small
cooking oil and grease fires in the kitchen. Home Guard contains our high
performance Class A foam, specifically designed for safely tackling common
combustible fires around the home.
WET CHEMICAL
FIRE
SUPPRESSANT
SPRAY
Suitable for
tackling residential
cooking oil and grease fires, it
incorporates the same agent
that protects deep fat fryers in
commercial kitchens.
CLASS A
FOAM FIRE
SUPPRESSANT
SPRAY
Suitable for
tackling residential
common combustible fires, it
incorporates the same agent that
fire departments use for tackling
fast spreading forest fires.
THE FOAM AGENT IN
OUR HOME GUARD
SPRAY IS
RIGHT FOR YOUR
HOME
BECAUSE IT:
Is independently
tested and certified for
use on common
combustible fires.
Is suitable for tackling
combustible fires
such as wood, paper,
fabrics, furnishings,
plastics and rubber.
Has excellent wetting
properties, allowing
the foam to absorb
more of the fire’s heat.
Is cleaner than dry
chemicals, ensuring
minimum clean-up
required.
Provides greater
penetration into
burning materials.
THE WET CHEMICAL
AGENT IN OUR KITCHEN
GUARD SPRAY IS RIGHT
FOR YOUR KITCHEN
BECAUSE IT:
Is recommended by
the NFPA for tackling
cooking oil fires in
commercial kitchens.
Is independently
tested and certified
for use on cooking oil
fires.
Is cleaner than dry
chemicals, ensuring
minimum clean-up
required.
Has cooling and
sealing capabilities,
preventing the fire
from reigniting.
WHY AN AEROSOL IS SUPERIOR WHEN
TACKLING COOKING OIL FIRES
Traditional extinguishers discharge the agent
too forcibly, creating a huge cloudy mess and
causing burning oil to be ejected from the pan.
With no cooling properties, the fire can often
reignite. Kitchen Guard discharges a clean
and gentle spray to ensure that burning oil
does not splash out of the pan, and its cooling
properties ensure the fire stays out.
Kitchen Guard & Home Guard
have successfully passed the
35,000 volt conductivity
test for user safety
Company Background
Shield Fire Protection is a privately
owned and operated company, with its
headquarters in Charlotte, NC. We have
been a market leader for more than 40
years and are now delighted to extend our
excellent reputation for quality and reliance
within the commercial and industrial fire
protection arena into the retail market.
Company Products
Shield manufactures a line of portable fire
extinguishers and fire suppressant aerosol
sprays. All our products are independently
tested and listed by a third party testing
organization. Our products meet State and
Local Code requirements. We are proud
to be the only retail fire safety company
to manufacture all of our products in the
U.S.A.
Key Extinguisher Features
• Manufactured to meet UL’s rigorous
standard for commercial hazard
protection and backed by a six-year
manufacturer’s warranty.
• Anodized metal valve assembly for
superior strength and corrosion
resistance.
• Industrial grade steel cylinders with
polyester powder coating designed to
withstand harsh environments &
rough usage.
• Metal syphon tubes, pull pins, strap
brackets and wall hooks provide
stability and durability.
• Color-coded gauges show operating
status at-a- glance.
• Extinguishers have model and serial
number bar coding for easy and
accurate maintenance history.
• Carton, user manual and operating
instructions incorporate English and
Spanish wording.
Shield Fire Protection
PO Box 428
Kings Mountain, NC 28086.
Tel. 704.710.0290.
Fax. 704.710.0292.
inquiries@shieldprotects.com.
www.shieldprotects.com
Shield’s product
brochure.
3. Company: Kidde
Dates: Oct 2007 to Jan 2009
Title: National Sales Manager
Responsible for the sale of Auto and Marine extinguish-
ers and safety products through retail channels. Customers
included West Marine, Pep Boys, Advanced Auto, Co-ops
such as Ace TruValue, and independent hardware stores.
Company: Kidde
Dates: May 2003 to Oct 2007
Title: Product Manager
Responsible for US & ROW management of portable
fire extinguishers. Introduced six new residential and
five commercial SKUs in 2004. As a result (see chart
on left) revenue grew by 44% in three years. Developed
new service manuals, sales support material and web site
content. Led cross-functional team in the development
of new suppression products to enhance current portfolio.
Compiled forecasts and coordinated documentation
supporting new product introductions.
Designed and assembled category presentations to educate
and persuade customers. Carried out sku reduction
initiative and reduced redundancy by 25%.
https://www.kidde.com/home-safety/en/us/products/fire-
safety/fire-extinguishers/for-home/
Company: Badger Fire Protection
Dates: May 1999 to Oct 2003
Title: Marketing Manager
Responsible for all US and south American marketing
for hand-held and wheeled extinguishers as well as pre-
engineered systems. During my tenure Badger grew sales
revenue by 40%. Expanded sales into Latin America.
Grew distribution in the US. In 2003 Badger introduced
Kidde
Extinguisher
Sales Revenue
as a Result of
New Product
Introductions &
New Marketing
Strategy.
YEAR REVENUE
2004 $72.5M
2005 $87.9M
2006 $103M
The Badger
EXTRA line
launched in 2003.
4. a new added value product line, accounting for 35% of
extinguisher sales. Introduced new brand identity and
complete support package, from business cards through to
exhibition material.
Company: Chubb Fire, London UK
Dates: May 1990 to April 1999
Title: Product Manager
Responsible for UK extinguisher & safety products and
services category ($100M). Product distribution through
internal sales & service teams and commercial trade sales.
Planned and implemented strategy for introduction of new
fire classification into UK and Europe.
Developed and launched revolutionary new product
(Fryfighter) to address new fire classification.
Developed added value extinguishers (Hydrospray) with
fire retardants, bringing 70% margins (product remains
Chubb’s highest margin extinguisher).
Led cross-functional teams in the development of new
suppression products and service plans to enhance
portfolio.
Compiled forecasts and coordinated documentation
supporting new product introductions.
Organized, attended and presented at exhibitions and
trade shows.
Hydrospray extinguisher received Millennium Award from
UK government for product innovation and excellence.
Fryfighter received FIA industry award for innovation.
EDUCATION
High School A-Levels in English, Mathematics, History
and English Social History
Diploma in Marketing from the Open University, 1994-97
TRAINING SKILLS
Designed and delivered one day fire safety seminars for
Kidde employees. Developed and delivered 2 hour training
seminars for Firedetec distributors and delivered around
Hydrospray Elite
wins British
Government
‘Millennium
Award’ for
Innovation.
Developed &
launched the
first ever UK
wet chemical
fire extinguisher
(Fryfighter) for
Chubb.
5. 30 training sessions in the US and Mexico. Designed a 30
minute presentation with live fire demonstrations for ABC
Fire Solutions
COMPUTER SKILLS
Adobe Illustrator, In-Design, Photoshop, Dreamweaver
Microsoft Office Suite, Final Cut Express, Logic Pro,
Google Analytics, J D Edwards
ASSOCIATIONS & SEMINAR EXPERIENCE
Chairman of Fire Extinguisher Trades Association,
Marketing Group.
Speaker at UK FIREX exhibition.
Produced and presented a series of breakfast briefings and
university presentations.
Authored and presented a series of lectures entitled
‘Marketing for the Small Business’ at NAFED Shows
SKILLS
I have been endorsed by my peers and colleagues for the
following:
- product development - product management
- marketing - marketing communications
- trade shows - advertising
- sales operations
INVENTION
In 2014 I invented The Hat Sponge. A unique apparel
product that absorbs sweat and protects the forehead from
scratchy hat logos.
I developed the specification with the help of the NC
School of Textiles and have the product manufactured in
the US.The product is available at golf course pro shops,
Amazon.com and direct from the Hat Sponge web site.
The Hat Sponge.
Demonstrating
that it does not
have to be fire
protection related.
“I love this product. I’m buying
three more for my buddies”
Bill Livingston, Franklin TN
