Chris Tennal
Director of Sales and Brand Development · Fjallraven USA
Breckenridge, CO
In My Own Words
Mountain-based Brand and Sales Development leader, with development and entrepreneurial executions in both the Ski and Outdoor sectors. Seeking a grassroots or purpose-centric brand development opportunity that would benefit from my experiences and my locale in the central Colorado Rockies. Based in Breckenridge, Colorado - I live the mountain lifestyle everyday, not simply as part of a contrived marketing narrative. Consider the benefit and insights of developing your brand and establishing a trend baseline from a mountain view vantage; rather than a corporate business park - let me help you elevate and optimize your brand.
Work Experience
Open Space Commissioner
Breckenridge Open Space Advisory Commission2012 – Present
with preservation, restoration and enhancement of local open space, waterways and trails • Partnered with town staff and community members to grow awareness of river and stream restoration from historic mining damage
President and Country Sales Manager
Rab and Lowe Alpine USA2012 – 2018
Rab & Lowe Alpine 12/12 - 11/18 U.K.-based technical outdoor apparel and U.S. Heritage backpack manufacturer President and Country Sales Manager, U.S. Subsidiary • Developed and supported sales strategies, pricing and distribution objectives; led team to 30% annualized brand growth of Rab brand over six years • Increased revenue for both brands by opening and nurturing distribution with both key e-commerce and independent specialty outdoor accounts • Transformed sales team; developing a culture of authenticity, collaboration and common goals between external sales and internal support teams • Partnered with U.K.-based team to implement both B2B and B2C enabled brand sites and virtual sales tools for U.K., U.S. and International markets • Conceptualized and opened the first Rab brand retail store; focusing on interpreting brand culture and narrative as guideline for developing market • Teamed with branding agency to reimagine, reset and re-launch brand standards through international brand definition project • Prompted conceptual brief and worked with U.K. based design team to position and launch North American focused lifestyle apparel range
CEO / Owner
Mountain Outfitters2006 – 2012
• Purchased existing outdoor retailer in 2006. Achieved significant topline growth, maximized profitability and increased margin from 23% to 44% • Drove exponential annual sales increase in each fiscal year of ownership, and successfully sold profitable business in 2012 • Implemented sales data optimizing POS retail system. Analyzed product trends, developed retention programs and facilitated customer development • Designed and oversaw development of ecommerce platform, increased e-commerce sales revenue by 155% over four years • Pioneered vibrant partnerships with emerging international vendors, solidifying a unique and identifying customer experience • Redesigned and modernized all imaging and branding of company, while retaining the brand authenticity and heritage • Created a retail environment that embraced both a modern Colorado mountain culture and a traditional European ski touring ancestry • Early-adopting retail partner of 1% for the planet - donated 1% of gross income to local and national environmental and conservation groups
Executive Advisory Board / VP
Summit Huts Association2011 – 2012
Advisory Board Vice-President • Board member focused on fundraising, marketing and brand awareness for leading non-profit backcountry lodging association • Fostered a collective support amongst local and national government in construction efforts of eco-aware backcountry hut system
