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Over a decade of global business management experience in sales development, customer retention, digital marketing, and direct solution selling plans to scale results for higher win probability and greater gross profits. Proficient at developing 3-Tier Sales Plan Strategies and Rule of 3 marketing programs for OEM sales, manufactured products, fabrication services, and one or two-step distribution across architecture, engineering, construction, and asset management.

As technology has advanced, the role of the salesperson and their interaction with customers has also evolved. While companies are increasingly turning to artificial intelligence to replace certain sales functions, it's important to remember that human beings are still the driving force behind the sales process. This human touch is often overlooked in the midst of automated tasks, but it's crucial for building key relationships and implementing measurable sales plans. This includes proactive opportunity reporting to classify scope, time, budget, construction phase or internal submittals for manufacturing production, project management, and shipping through field installation support.

High-volume activities can lead to burn-out with average to below-desirable gross profit results. An AI compass can help sales leaders navigate customer relationships, align products and services, and drive business opportunities with higher win probability, more gross profit, and greater brand awareness. In recognizing total addressable markets for attainable, scalable sales, I help distill new vertical market opportunities and map key decision-maker relationships through CRM optimization, database management, and optimal reporting for measurable architecture, engineering, and construction business development results.


Kelly Kassab

AEC Business Development & Territory Sales 

Boston, Massachusetts 

US Northeast Market 

Building Industry Consultant

  • Sales Development Planning

  • Vertical Market Analysis

  • Digital Marking Content

  • Project Management

Product & Services Consulting, Budget, Estimating :

  • Division 05: Metals

  • Division 06: Wood, Composites

  • Division 08: Glass, Doors,Windows

  • Division 09: Finishes

  • Division 10: Specialties

  • Division 12: Furnishings

  • Division 13: Special Construction

  • Division 15: Mechanical,Plumbing

  • Division 16: Electrical




Bachelors Degree


BBA, Global Business Management

10 years experience


My background in corporate upsizing, downsizing, and relocations, residential real estate sales, and commercial construction design development is closely connected with the human experience of built environments in terms of space, light, energy, sustainability, durability, and future maintenance.

My project management experience includes:

  • Recognizing critical timelines.

  • Building material specifications.

  • Design-bid-build estimating.

  • Cost-per-sf analysis.

  • CAD plan reviews.

US Manufacturing sales experiences focussed on reducing carbon footprint with sustainable, durable building design materials for energy efficiencies, safety, and building maintenance. Navigating decisions across owners, architects, and general contractors requires construction expertise to compare building material ratings and recognizing client use for the built environment.

15 years Experience

Brand Marketing, Public Speaking, and Events

Expertise in recognizing attainable market share, distilling vertical market opportunities, CRM optimization, and direct product marketing. Expertise in multiple construction divisions, construction document technology, estimating, and project delivery methods. Over time, my global business management background progressed into field sales, direct marketing, relationship building, and project management aligned with architectural products and services. 

One of my key strengths is developing and presenting accredited AIA sales and products presentation relevant to architects, developers, and general contractors making informed building material decisions. I have creatively developed informative presentations for continuing health, safety, and wellness education for commercial-built environments across various divisions. These presentations include comparative analysis, sustainability, and materiality ratings, demonstrating my ability to communicate complex information effectively. Past professional associations include CSI, BSA, NARI, IIDA, and BOMA.




Microsoft ExCel - Proficient

Power Point - Advanced

Canva Marketing - Advanced

CSI/CDT Specifications - Advanced

2D CAD Renderings - Proficient

CRM Salesforce - Advanced



Business intelligent data management methodologies to optimize workflows for strategic planning, sales forecasting, reporting targeted opportunities.  Sales automation forecasting for direct sales and higher gross profit.


Creative digital marketing content, videos, and CRM processes for brand messaging and optimal ROI. Salesforce Management, opportunity management, and inventive brand marketing content for  business development.


Proficient at multiple customer relationship management software programs to help import, update, and optimize proactive sales strategies reporting high probability projects for brand product sales goals.

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