Erik Ernstrom
Director of Sales · BIG DOG SALES
Boise, IDIn My Own Words
Savvy sales, sales management and product management professional with track record of identifying incremental opportunities for global branded, category-leading consumer product companies. Executed sales and product plans with regional and national outdoor and sporting goods retailers while consistently meeting and/or exceeding sales targets and margin requirements
Work Experience
Independent Sales Representative
BIG DOG SALES2016 – Present
Denver, CO & Boise, ID Big Dog Sales Corp. provides outsourced sales representation and product marketing services to companies in the Sporting Goods, Footwear, and Apparel industries.
Independent Sales Representative Fulfills a critical role driving revenue for manufacturers including BearPaw Casual Footwear, Corral Western Boots, Peter Grimm Headwear, and Badlands Apparel. Manages and grows business throughout a territory encompassing Colorado, Utah, Wyoming, Montana, Idaho, and Kansas, building and strengthening relationships with retailers to secure product placement and sellthrough.
● Engages in research into market conditions, competitor activities, inventory trends, and consumer behavior to influence the development of effective territory sales strategies Successful in growing a book of business from less than $600,000 in annual volume to $1.8MM by 2023. ● Entrusted with the negotiation of pricing with suppliers and vendors with a focus on motivating larger purchases. ● Developed and executed selling programs while leveraging brand equity, increased territory sales by 30% YOY from 2018 to 2019 and captured a 187% increase in territory sales from 2020 to 2021 for Corral Western Boots. ● Utilizes Category Management practices to identify opportunities for increased account penetration. Increased Farm/Ranch (Mid-States/Worldwide) Channel from 2 key accounts to 6 while increasing revenue 400% by 2023.
VP of Sales AND Line Management
ROCKY BRANDS2015 – 2015
Nelsonville, OH Rocky Brands Inc. designs, develops, manufactures and markets outdoor, work, western and military footwear, and other outdoor and work apparel and accessories.
Vice President of Sales & Line Management Joined the company to oversee four divisions representing $80MM in annual revenue, with authority over three national sales managers and 35 field representatives. Maintained full P&L accountability. ● Accelerated penetration into independent retail, regional, and national accounts, as well as regional buying groups. ● Expanded product assortment at Academy Sports by introducing new work, work-western, and duty styles of footwear. ● Spearheaded the launch of a Fire-Resistant Apparel program across all key retailers and distributors. ● Coordinated and directed a rebranding of Rocky Tactical /Duty footwear and apparel, securing increased product placement and increased revenue. ● Captured more than $250,000 in incremental revenue by working with a retail partner to debut a category merchandising plan.
Territory Manager South Central US
BIRKENSTOCK USA2010 – 2015
Austin, TX Birkenstock sells footwear in approximately 90 countries, with production and logistics headquartered in Germany.
Territory Manager - South Central US Led vision, strategy, and execution for all facets of sales throughout the South Central United States, with a focus on negotiating and closing agreements with department stores, sporting goods businesses, independent footwear retailers, and military accounts. Scope of work included, sales forecasting, prospecting, lead generation, order planning, product assortments, marketing, and strategic business planning with accounts. Responsible for meeting and exceeding growth and profit targets throughout Texas, Oklahoma, Arkansas, Louisiana, and New Mexico. ● Outstanding results, skyrocketing territory revenue from $700,000 and 25 doors to more than $4MM and over 125 doors in five years, representing a 571% increase. ● Consistently exceeded annual goals and delivered double-digit growth year after year. ● Launched an online retail fulfillment program and associated social media marketing campaign with the Army & Air Force Exchange Service, leading to a 700% increase in sales in the first year and a 43% gain in the second year.
EARLY CAREER National Sales Manager - Sporting Goods & Hardware, Wisconsin Pharmacal, Jackson, WI Director of Sales & Product Management - North America, Thule Group Inc., Seymour, CT Director of Sales & Business Development, The Coleman Company, Wichita, KS Category / Trade Marketing Manager, The Coleman Company, Wichita, KS
