Joe Freitag

VP of Brand · Spy Optic, Inc.,

San Diego, CA

In My Own Words

A brand strategy and marketing professional with 15+ years of experience working with industry-leading global organizations in the sport, fashion, and outdoor consumer goods markets. A creative thinker who develops and leads marketing teams that exceed goals in high-paced, performance-driven organizations. Key contributor to the growth of companies with a 360-degree understanding of brand communication strategy, demand creation, and winning over customers.

Work Experience

VP of Brand

Spy Optic, Inc.,

2019 – Present

Global head of Brand, Marketing and Product Strategy for SPY+ for all categories including Sunglasses, Ophthalmic, Snow & MX Goggles, Apparel and Accessories.

General Manager

Kaenon Eyewear

2019 – 2019

Oversee all aspects of the Kaenon business, including but not limited to Brand, Design, Innovation, Sales, P&L, and Supply Chain.

VP of Brand & Product

Kaenon Eyewear

2017 – 2019

Head of the Brand and Product divisions at Kaenon Eyewear.

Brand & Marketing Growth Strategist

The Lens Agency

2016 – 2017

With two decades of brand building experience, I specialize in working with companies that want to take a "deep-dive" into the core building blocks of their brand, and rebuild/refine/refocus in order to exceed their business goals. I help provide executives and their teams with the tools to tell a clear and unified brand story to help grow their business and reach new passionate customers. Areas of Expertise Include: • Brand and marketing strategy • Defining meaningful, actionable brand pillars and DNA • Integrated Go-To-Market strategy • Social media and digital marketing • Ambassador influencer marketing • Trend analysis • Competitor / market analysis • Content strategy, creation and execution • Campaign development • Focus groups and customer data analysis • Brand / Product naming and architecture

Global Brand / Marketing Director, Arnette Eyewear

Luxottica Group

2010 – 2016

Member of the senior brand marketing team at Oakley for the Icon Sport Division (Arnette, Ray Ban, Fox, Revo). Global brand leader responsible for setting and driving the overall vision and brand objectives. Created and directed integrated brand and marketing strategies for national and international markets for all channels of distribution.

• Created and launched new global brand position to reach new, broader customer base, which resulted in 30%+ growth in South America, and 15%+ growth in the US market in 2015 vs 2014. • Launched RX eyewear category, helping grow category to 40% of global sales. • Reduced marketing spend by 20% by focusing tactics and finding efficiencies. • Received American Advertising Gold Award - Integrated Campaigns in 2014 for the #LIVEARNETTE campaign.

US Brand Manager, Arnette Eyewear

Luxottica Group

2005 – 2010

Managed all aspects of marketing for North America as the liaison between US office and Milan-based headquarters. Created innovative brand strategies to help achieve goals, including digital, PR, ambassador and retail marketing.

• Lead the launch of a brand-defining product and became a global best seller. • Developed and launched A.C.E.S. interchangeable temple program, becoming Arnette’s primary point of differentiation in the market and most successful product category. • Expanded reach by putting digital marketing at the forefront of communication.

Co-Founder, Director

Elevate(r) Design

2003 – 2005

Founded and co-directed a full service marketing and design consultancy. Provided strategic branding solutions for companies that wish to strengthen their presence in the USA and Japan. Clients included Nike, Helly Hansen Japan, and Meguiar’s.

• Built a roster of clients who are leaders in their category. • Launched several websites in San Diego’s non-profit community.

Marketing Manager - Japan, Gravis Footwear

BURTON Snowboards

2000 – 2003

Directed all aspects of marketing and brand management for Gravis Footwear in the Japanese market. Lead the Japanese marketing team, creative partners, and PR agency.

• Lead the launch of a product that redefined the brand and became a global best seller. • Instrumental in establishing Gravis as a top-5 lifestyle footwear brand in the Japanese market between 2000-2003 by using innovative and disruptive PR tactics and industry-leading collaborations. • Lead development of a shoe that became a multi-year best seller. • Managed influencer relationships that helped establish Gravis as a leader in its category.