Cathie Underwood

In My Own Words

Licensing and brand extension expert for lifestyle brands world wide. Extensive experience in denim and action sports brands.

Work Experience

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VP Licensing

Seattle Pacific Industries, Inc. - UNIONBAY, HOWE, UNION JEANS, SERGIO VALENTE

1999 – Present

Recruited to build a global licensing division to bring new business development and brand extension to a successful apparel manufacturing and marketing company. This includes developing licensing strategy, new licensee and distributor identification, recruitment, contract negotiations, financial forecasting, budgeting and all aspects of brand management for the licensee and distributor networks created. This has resulted in continual brand expansion to new product categories and geographical territories while increasing sales and profitability of the division each year.

SV

VP Licensing

Seattle Pacific Industries, Inc. - UNIONBAY, HOWE, UNION JEANS, SERGIO VALENTE

1999 – Present

Recruited to build a global licensing division to bring new business development and brand extension to a successful apparel manufacturing and marketing company. This includes developing licensing strategy, new licensee and distributor identification, recruitment, contract negotiations, financial forecasting, budgeting and all aspects of brand management for the licensee and distributor networks created. This has resulted in continual brand expansion to new product categories and geographical territories while increasing sales and profitability of the division each year.

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VP Licensing

B.U.M. International, Inc. (b.u.m. equipment)

1994 – 1999

Directed world wide wholesale and retail licensing of the B.U.M. Equipment trademarks for upper tier only retail distribution. Increased licensing revenue by 30% in the first two years. In year three, licensed the entire brand category portfolio, including apparel, both domestically and internationally. Built brand equity and reduced company overhead through licensing. Later worked with C-level executives on the sale of the brand.

BE

VP Licensing

B.U.M. International, Inc. (b.u.m. equipment)

1994 – 1999

Directed world wide wholesale and retail licensing of the B.U.M. Equipment trademarks for upper tier only retail distribution. Increased licensing revenue by 30% in the first two years. In year three, licensed the entire brand category portfolio, including apparel, both domestically and internationally. Built brand equity and reduced company overhead through licensing. Later worked with C-level executives on the sale of the brand.

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VP Business Development

Ocean Pacific, Ltd. (Op)

1997 – 1999

Developed a new strategic licensing plan for an aging brand which generated sales and royalty income increases by 100% in two years. Signed contracts with eleven highly qualified new global licensees. Increased royalty revenue from existing licensees and terminated under performers. Head of brand management and licensing for all aspects of the Op brand.

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VP Business Development

Ocean Pacific, Ltd. (Op)

1997 – 1999

Developed a new strategic licensing plan for an aging brand which generated sales and royalty income increases by 100% in two years. Signed contracts with eleven highly qualified new global licensees. Increased royalty revenue from existing licensees and terminated under performers. Head of brand management and licensing for all aspects of the Op brand.

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