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20 years of marketing and product management experience focused on hardgoods. Three years dedicated to
hardgoods product strategy and line management that successfully increased brand perception of a stalled
brand and revenue by 50%. Fifteen plus years of exceptional marketing and branding strategy driving 350%
growth.
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Initiated a gated new product development process at SOG, where there were no previous systems.
Boosted company growth (50% over 3 years), improved time-to-market by several months, increased team
alignment and transparency throughout the organization of all new product development status.

Planned and implemented a successful e-commerce platform for SOG with ground-up development
including managing outside vendors, that delivered an immediate 60% increase in direct-to-consumer
revenue, improved consumer experience and supported future growth needs.

Managed global rebrand of SOG that included a unified brand identity, refreshed web presence, and
improved product packaging. Ultimately driving increases in revenue through better shelf placement and
increasing the number of retails while providing clearer product presentation to consumers. Resulting in a
100% increase in revenue over three years.

Responsible to VP of Brand for product line planning and product strategy
Established new systems to ensure company growth and increased revenue
Developing and executing NPD as well as Strategic Business and Annual Operating Plans

As the Senior Director of Product Line Management I am responsible for planning and development of business cases for new product, cradle-to-grave management of all products lines, and opportunity identification for potential extensions into new adjacencies. 

Ensure that SOG’s is a leader by being the market expert on influencing factors such as, competitor analysis, retail and market trend monitoring 

Managing the product lines by maintaining internal coherence/consistency of line, completeness of line relative to user needs, development plan for the line, schedule of line renewals and maintenance, ensuring competitiveness of the line, manage drops with minimal obsolescence and discontinuity of supply 

Be the Voice of the Customer and Expert User
• User mode / user needs analysis
• Reasonable knowledge of technology sufficient to understand what might be possible 
• Consumer research 

Develop business cases in cooperation with other business units
• Be responsible for the ROI on the line
• Win investment as required through investment gate / approval mechanisms 
• Manage investment at the top level
• Manage line margin
• Lead the pricing process with input from sales 

Go to Market Strategy
• Collaborate with sales to create the channel strategy
• Collaborate with marketing to create the marketing strategy 

Maintenance of business documents, including but not limited to: 
• Annual product roadmap planning 
• Inputs to product technical development roadmap to achieve key business needs 
• Development of Market Requirements Documents per product line, including proposed investment and reporting on actuals 
• Gated process for PLM and integration with Product Delivery

Sr Director Product Strategy/ Line Management

Member of the executive team directing marketing global plans and programs.
• Key member of team that provided 350% growth
• Created a 3-year brand strategy to grow SOG and expand into new categories, while ensuring that
brand identity is maintained and enhanced.
• Evolved the brand position, in collaboration with the executive team and board, to maximize
relevance and appeal to the consumer, outperform the competition and react quickly to trends and
changes in demographic, economic and political conditions.
• Developed and executed compelling, goal-driven programs to maximize brand awareness, growth
and market share through brand, category, product and channel level marketing initiatives. Had SOG’s most successful product launch with 175 million impressions in more than 180 media placements, including Popular Mechanics, Men’s Journal and Outside.
• Launched new initiatives on the SOG website with increased focus on direct to consumer e commerce and was able to show 25% growth in revenue over previous year.
• Gained additional responsibility for budgeting and planning for the entire marketing department, including salaries, advertising, and resource planning. Consistently came in under budget while increasing KPIs, such as web traffic, media impressions and overall departmental performance.
• Managed and selected several outside resources, such as social media, creative services and web development.
• Budgeted, managed, and launched updated website to address mobile user needs and improve overall site conversion, resulting in a 60% increase in direct revenue and a 25% increase in conversion rate.

Director of Marketing

Expanded marketing team including additional headcount and outside resources, maintained $2+ million dollar budget and ensured performance was above expectations.
• Executed brand identity refresh in 2012 driving a doubling in revenue growth
• Re-platformed website for improved e-commerce, resulting in 50% increase in visits and 25%
growth in direct sales with minimal digital spend.
• Drove packaging redesign in 2012 increasing turns at shelf and aiding in a 30% increase in revenue
over a three-year period.
• Coordinated and executed all marketing and public relations; increasing and maintaining brand
awareness in current and new markets; coordinating and attending several trade shows per year. Managed the graphic design team and direction of creative materials including dealer catalogs, packaging, multiple media ads and web site while working closely with the sales department in developing new accounts and markets.
• Executed all duties in the marketing department, such as product catalog and all collateral product materials, press outreach, website ownership and trade show needs.
• Doubled revenue in five years through brand building and grass-roots outreach and re-platforming the website adding direct to consumer e-commerce.


Marketing Manager

Chris Cashbaugh is a Sr Director Product Strategy/ Line Management at SOG Knives & Tools in Seattle, WA.

Chris Cashbaugh

Chris Cashbaugh

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