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Vice President of Sales

Executive

VICE PRESIDENT, GLOBAL SALES & MARKETING ,  DIGITAL MEDIA WITH SPONSORSHIP AND INFLUENCER ANALYTICS CONCENTRATION.

CONSUMER PRODUCTS, AUTOMOTIVE, SPORTS, MEDIA PUBLISHING, MUSIC & ENTERTAINMENT 

Global c-suite leader, with a proven ability to create and direct award-winning sales and marketing campaigns through a combination of data, community engagement and instinct, informed by three decades of experience. Proud cultivator of a trust-backed international relationship network that spans Fortune 500 leaders, game-changing cultural Influencers and critically acclaimed brand innovators. 

Compelling brand storyteller, able to strategically integrate company mission and vision into content strategies for paid, earned and owned channels: from building branded sports properties to acquiring headline-generating artists and athletes.


•	Hookit is the first and most powerful sponsorship analytics platform to quantify and track value and performance of sports and entertainment sponsorship in social and digital media. Coaching global brands to  make their sponsorship assets more effective.
•	Top sales performer, focused on optimizing sponsorship investments across brand, properties, teams, events, athletes and Influencers.
•	Increased monthly recurring revenues by 300%, generating $110K+ monthly over a trailing twelve month period. Attracted and closed 20+ Fortune 500 brands, including Michelin, Polaris, Vans, Ford, The North Face, Go Daddy, ESPN, International Motor Sports Association (division of NASCAR) and Shell.
•	Created the marketing and sales launch platform assets and framework to measure a define SponTech category. Result: Winner: 2016 Digital Marketing Association "Innovation of the Year" Award for Social & Digital Valuation Methodology deploying computer vision and AI to build advanced adjusted ad valuation algorithms.


•	Designed and deployed a digital company transformation: Built a modernized the go-to-market plan, with a focus on digital marketing website overhaul,  data-based marketing strategy to improve brand visibility, visitation, yield and lodging occupancy.
•	Increased brand visibility by 300%+ from the previous three years, through a repositioning strategy that included a brand refresh, digital content creation, strategic partnerships, and extensive media planning and event programming to drive attendance.
•	Grew lodging revenue 80% and resort revenues by 27% to record-setting levels in 2014. Built new an extensive variable pricing data model to increase yield for ticket revenue by 25%.
•	During my tenure, the independently-owned destination resort, jumped in brand perception and ranked #8 on the New York Times global "Places To See" list; and consistently ranked by critically acclaimed outdoor and winter sports media as one of the top resorts in North America.


VP of Marketing

•	Established in 1994, SPY is an unconventional family of athletes and artists committed to creating exceptional optical products.That take style cues from the outdoor sports community, and the arts and culture lifestyle. Spy Optics includes Spy, Margaritaville and Melodies by Mary J. Blige.
•	Led a global marketing team of sixteen, directing branding, sports marketing, channel strategy, and content creation. Improved advertising and promotional plans with clearly organized and executed marketing strategies.
•	Launched the eCommerce platform and increased sales revenues by 500% over three years and achieved profit targets with balanced, strategic pricing structures.Deployed sales, marketing and audience data to help leverage each brand's strengths and drove the marketing, eCommerce, sports marketing and redesigned brand and sales materials.
•	Launched Melodies by MJB eyewear with Mary J. Blige and Interscope Records Chairman Jimmy Iovine. Led the MTV "Rob & Big" partnership strategy, driving 500MM+ incremental impressions.


SPY OPTIC, MELODIES BY MJB & MARGARITAVILLE EYEWEAR

Fran Richards is a Vice President of Sales at Hookit Sponsorship Intelligence in La Jolla, CA.

Fran Richards

Fran Richards

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University of Colorado