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Brand, Product Management and Strategy – Marketing - eCommerce- Team Builder/Leader - Outdoor Industry

Entrepreneurial, creative Marketing Executive offers over 20 years experience spearheading integrated marketing initiatives across B2B and B2C marketing teams, surpassing execution metrics and business growth targets. Drives $MM revenues, pushes innovation, and provides strategic vision across entire organization. Identifies campaign KPIs, directs and oversees consumer-facing messaging and campaigns of new products while ensuring complete client satisfaction. Acts as unifying force between C-suite, marketing team, program managers, and external agencies to cultivate authentic branded communications and improve customer experience. 

•	Adept Marketing Strategist: drives campaigns by studying markets and collaborating with managing partners
•	Respected Thought Leader: assesses consumer needs and pushes for designs to meet modern requirements
•	Skillful Collaborator: promotes integration between departments to nurture divisional growth 
•	Award-winning Creator: designs products that set new standards of excellence in outdoor recreation industry
•	Process Efficiency Expert: reduces costs by identifying and eliminating low margin products from assortment

Led cross-functional teams across Marketing, eCommerce and Product Management to accelerate strategic growth and innovation at iKamper USA. Championed initiatives to expand market share, deepen customer engagement, and optimize the product portfolio—driving profitability and sustained revenue growth.

Key Contributions & Responsibilities:

-Spearheaded company-wide efforts to elevate brand presence and strengthen market positioning across North America

-Developed and executed innovative marketing strategies to boost awareness, engagement, and conversion across digital and retail channels

Led eCommerce operations, focused on enhancing user experience, refining conversions and driving growth in online sales performance

-Directed product strategy and lifecycle management, aligning offerings with customer insights and evolving market trends

-Streamlined departmental workflows to improve operational efficiency and ensure achievement of performance targets

-Monitored and analyzed marketing program effectiveness to drive continuous improvement and maximize ROI

Director of Marketing, eCommerce and Product

Leading Baden's Marketing and eCommerce team in planning and execution to achieve cooperate objectives.

Director of Marketing and eCommerce

Governed marketing, eCommerce strategy, and plan execution for Cascade Designs brand family including MSR, Therm-a-Rest, Platypus, SealLine, and Packtowl. Created annual global Marketing Strategy and Objectives for each brand. Collaborated with product management and sales teams on Go-to Market efforts for new products and co-created customer-facing messaging, packaging, merchandising, launch strategy, and tactics. Served as steward for Brand Frameworks and Guidelines to ensure consistency. Shaped product strategy with key market and consumer insights.

● Increased eCommerce traffic 20%, revenue 30%, and conversion rate 20% 

● Surpassed goals by envisioning and launching 50th anniversary campaign for company 

● Improved internal efficiency at company by rebuilding marketing team into analytics-focused organization

Vice President of Marketing and ECommerce

Vice President of Marketing and eCommerce

Oversaw the operations and business performance of the Therm-a-Rest, Platypus, SealLine and Packtowl brands which represented over 50% of the companies revenues.  Directed an overhaul of Therm-a-Rest brand framework and product line. Assisted teams by conducting market research project to inform and refine brand positioning, campaign strategies, and market development activities. Oversaw budgeting, contract approval, and IP management of product lines and marketing. Team earned multiple Backpackers Editor’s Choice Awards for delivery of innovative new products to market.

● Raised revenues by growing sleeping bag category 200% through product and marketing strategy reinvestment

● Boosted Therm-a-Rest GM 5% by trimming excess and low performing SKUs from inventory

● Reversed decline in revenues for sleeping pad category by refocusing brand back to fundamentals

Vice President Therm-a-Rest Business Unit

Acted as leader in overseeing product line, marketing, and business strategic planning for assigned brands and categories. Orchestrated wholesale pricing, forecasting, sales programs, marketing, and PR activities. Created and executed new brand strategy that turned around Platypus brand and boosted revenues from $1.8M to $10M. Helped create Brand Frames for Platypus and SealLine brands.

● Grew bottle revenue 17%, market share 5%, and eliminated competitor from market by leveraging new products
 
● Augmented gravity water filter revenue 20%, market share 10%, and became market leader by adding new product

● Maximized revenues by increasing efficiency, productivity, and on-time delivery of new products

Brand Director Therm-a-Rest (2016-2017) & Platypus (2013-2016)

Responsible for product line, marketing and business strategic planning for assigned brands and categories.  Included pricing, forecasting, sales programs, marketing, and PR. 

•	Created and executed a product and brand strategy resulting in a turnaround of the Platypus brand, increasing global revenue from $1.8mm to $10mm.

•	Redefined the brand positioning of the SealLine from a watersport brand to a gear protection brand increasing revenue by 40%. 

•	Refined product positioning/messaging and created a product line plan that grew MSR snowshoes global revenues from sub $1mm to over $10mm. 

•	Launched a two category defining snowshoes the Denali Evo and Denali Lighting that gave MSR the market leadership position.  

•	Grew MSR Hydration business over 30% by refining product line and packaging.

•	Consolidated MSR trekking pole business-created a multi season exit strategy and developed a product line and supply chain that increased profitability and revenue.

•	Grew MSR cookware business over 30% by developing new Titanium and Anodized product and neutralizing competitors’ offerings.  

•	Key team member in the creation of Brand Frames for Platypus and SealLine brands.

Product Line Manager, Platypus, SealLine, MSR Snowshoes, Water Treatment & Hydration (2000-2013)

Product Manager for Snowshoes, Poles, Cookwear and Hydration

Product Manager

Managed Consumer Services/Reparis and the Inside Sales/Dearler Services depearment.

Dealer and Customer Service Manager

Managed a fleet of mobile displays in two markets, Portland and Seattle, to promote the Plymouth and Chrysler brands.

Market Manager

Erik Flink is a Director of Marketing, eCommerce and Product at iKamper USA, Inc. in Seattle, WA.

Erik Flink

Erik Flink

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