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Vice-President / General Manager | Executive Leadership in Sales, Product, Marketing and Merchandising |

Nike | Timberland | Puma | ASICS

Whether navigating turbulent markets or capitalizing on growth opportunities, I use executive leadership expertise to align Product, Sales, Marketing, and Merchandising strategies. From stabilizing established brands to building momentum for challengers, I’ve led sustainable growth across North America’s retail environments, including running and outdoor specialty, sporting goods, and department store channels.

My expertise includes, but is not limited to:
	
- Sales Leadership
- Strategic Planning
- Business Development
- Go-to-market and distribution 
- Project Planning
- Footwear Management
- Merchandising
- Customer Care
- Purchasing 
- Inventory Control
- Quality Control
- Corporate Organization
- Staff Skilled Leader and Trainer
- Expert witness

·	Managing partner of a strategic advisory firm focused on operational efficiency, finance and accounting, e-commerce and digital marketing, go-to-market, and consumer product distribution.
·	Actively engaged with brands in the health and beauty, footwear, apparel and outdoor industry. 
·	Guidance and implementation services have resulted in operational cost savings of over $500,000 and revenue growth of over $1,100,000. 
·	Advised on creating Confidential Information Memorandums (CIM) and coordinated investor outreach for business sales and investment. 
·	Negotiated business acquisition on behalf of client

Partner

·	Guided the return to regional profitability from a $6M loss to a profit in year one.
·	Led the turnaround of the Lifestyle product category with athletic specialty, sporting goods, and boutique customers, resulting in a +75% increase in future revenue from $9M to $16M in the spring season.
·	Orchestrated customer-centric initiatives to drive revenue growth, leveraging cross-functional resources and expanding sales channel access.
·	Formulated and executed a regional sales strategy, resulting in a shift to net positive profitability and expanded market reach.
·	Collaborated effectively with cross-functional teams encompassing marketing, product development, finance, operations, and customer service.
·	Strategically realigned sales directors and account executives to optimize service delivery across North America.

Vice President of Lifestyle

·	Grew North America business by 45% in 2023 from $4.5M to $6.5M. The North American region accounts for over 50% of FootBalance's global business·	
·	Developed complete regional go-to-market strategy, including business development, regional product development, staffing, marketing, operations, and business processes 
·	Full P&L responsibility for the North American region
·	Responsible for all business development activities and the establishment of the FootBalance brand in the marketplace 
·	Devised an approach to ensure a digital-first retail strategy, enabling an integrated omnichannel consumer experience

Vice President General Manager, North America

Pioneered a new fitness franchise concept in the region and built a membership from zero to over 200 members and over $500,000 in annual revenue

F45 Training franchise of the year for 2021 and 2022

F45 Training is a team-based, functional training facility that greatly emphasizes the ‘three key factors’ of motivation, innovation, and results. Combining the industry trends of group training and functional fitness, F45 delivers premium team training in a boutique studio environment. At F45 (the F stands for functional), no program is repeated, making every workout a unique experience. F45 Training is a global fitness training community specializing in innovative, high-intensity group workouts that are fast, fun, and proven to get rapid results for members. Endorsed by celebrities like Mark Wahlberg and athletes alike, F45 training’s commitment to innovation goes well beyond the studio floor.

Principal

Vice President of Sales, North America

•	Full P&L responsibility for over $650M in wholesale and DTC revenue
•	Authored the Trade Terms Harmonization Policy, which standardized trade terms and improved operating income by $5.5M in 2017. 
•	Spearheaded a staff of more than 1500, including a wholesale team of 96, a customer solutions team of 36, a sales and planning team of 6, and a direct consumer team of 1300 plus. 
•	Served as interim VP of the footwear merchandising team, building the new organizational structure and transitioning and recruiting the new merchandising team. 
•	Reorganized the sales team, including a compensation change, territory, and channel realignment to serve key regional customers better. 
•	Stabilized sales and profits of ASICS Legends business by creating a product segmentation strategy preserving business relationships with performance customers. 
•	Selected as one of eight global senior leaders to participate in the Global Strategic program.

Vice President of North America Commerce

Vice President of Regional Sales

•	Guided $1.2B footwear product line architecture, identification, and investment in brand priorities.  
•	Collaborated with global and regional sales leadership, global marketing, senior product management, and regional merchandise managers. 
•	Managed the strategic launch of innovations and initiatives by setting global distribution plans, and revenue targets building demand through a product scarcity model.

Global Head of Footwear Merchandising

•	Held responsibility for 3 product group managers, and 12 product line managers, and the direction of Lifestyle, Running and Training products.  
•	Accountable for the corporate gross margin goals, and an over 1600 SKU’s, 25M pair and over $1.1B sales product line. 
•	Partnered with the design and development leads to create a balance of brand strategy, creativity, and functionality.  
•	Introduced 4 new categories of Brand BOLT, women’s fitness, outdoor and golf products.
•	Gained an understanding of the global marketplace by traveling through Europe, North America, and Asia while also building relationships.

Global Group Head, Footwear Product Line Management

•Guided the development of the$450 million men’s, women’s and kids footwear product lines including the identification and adoption of marketplace trends, regional pricing, product delivery timing, brand elevating initiatives and segmentation and distribution strategy
•Represented the points of view of the consumer while managing the relationships with product , sales, planning and finance leaderships teams in order to deliver profitable growth for the organization 
•Extensive regional travel and research to understand the diverse consumer needs by channel of distribution in the companies over 6,000 North American distribution points.
•Accountable for the product management and distribution strategy for the elite footwear collections of Abington and Timberland Boot Company
•Identified and managed strategic response initiatives to capture closer to market product opportunities

Senior Director North America Footwear Merchandising

Oversaw all aspects of the business from the sales re-organization to P&L management
•Pioneered distribution for The Timberland Boot Company product range.  Increased distribution from zero accounts to over 100 points of distribution and sales of  $1.6 million
•Returned the Outdoor Performance group to profitability and increased sales by 41% in the first year  
•Cultivated business relationships with key retailers such as REI, Dick’s Sporting Good, Gander Mountain, Academy Sports, Barney’s, Saks and Nordstrom

National Sales Director, Outdoor Performance and Department Stores

•Responsible for delivering profitable top line sales of over $40 million per year for the Better Department Store channel of distribution
•Reorganized the sales team and recruited top new talent to the organization
•Adapted and instituted a proactive system to monitor retailer sales and markdowns that resulted in an increase gross margin from 19.5% to 31%.
•Primary negotiator of customer sales and margin plans
•Collaborated with the product teams to create a consumer centric product line that was specific to this channel

National Sales Director, Better Department Stores

Revitalized poor performing region by recruiting new sales talent and leveraging previous customer relationships that lead to a 5% revenue growth and a reduction in operating expenses of $400K 
•Delivered $42 million in profitable sales, surpassing the sales and gross margin goals
•Worked with the product management teams to develop regional specific product initiatives that lead to an increase in revenue of over $5 million.

Director of Sales, Central and South Regions

•Lead the development and implementation of effective in-market consumer and customer programs with Timberland’s largest partners including Foot Locker Inc., Genseco, Modell’s, Nordstrom, Macy’s and Dillard’s
•Guided the creation of brand level marketing strategy in the men’s, women’s and kids categories
•Developed an emerging market strategy with a budget of $450,000 for under-penetrated Timberland regions that lead to a $3 million increase in sales

North American Wholesale Marketing Manager

•Sales lead for 8 top tier urban/fashion footwear and apparel retailers from Boston to Manhattan with annual revenue of $40M.
•Considered by Nike to be a primary information source for urban trend forecasting
•Selected as a finalist for Nike Fast Trax Management Training Program
•Recognized by Founder, Chairman and Chief Executive Officer Philip Knight for outstanding contribution
•Managed largest volume New England accounts including Olympia Sports, City Sports, Bob’s and Stride Rite
•Consistently exceeded sales goals and developmental objectives
•Managed the largest Nike territory within the Eastern Region with annual sales of $38 million
•Grew the Kids R Us business from $1.6 million to $6.5 million annually in three years
•Responsible for 25 sporting goods, athletic specialty and urban specialty accounts within the Philadelphia and New York City markets

Strategic Channel and Key Account Executive

Andrew Richard is a Vice-President / General Manager at Prow & Beacon in Stratham, New Hampshire.

Andrew Richard

Andrew Richard

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