Joe Freitag
VP of Brand
San Diego | United States
Skills
No information
Interests
Travel
Photography
Design
Art
Competition bbq
Summary
Activity
Work experience
Spy Optic, Inc.,
VP of Brand | 10/2019 - Current
Global head of Brand, Marketing and Product Strategy for SPY+ for all categories including Sunglasses, Ophthalmic, Snow & MX Goggles, Apparel and Accessories.
Kaenon Eyewear
General Manager | 03/2019 - 09/2019
Oversee all aspects of the Kaenon business, including but not limited to Brand, Design, Innovation, Sales, P&L, and Supply Chain.
Kaenon Eyewear
VP of Brand & Product | 03/2017 - 03/2019
Head of the Brand and Product divisions at Kaenon Eyewear.
The Lens Agency
Brand & Marketing Growth Strategist | 01/2016 - 03/2017
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
Luxottica Group
Global Brand / Marketing Director, Arnette Eyewear | 01/2010 - 01/2016
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.
Luxottica Group
US Brand Manager, Arnette Eyewear | 12/2005 - 01/2010
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.
Elevate(r) Design
Co-Founder, Director | 07/2003 - 12/2005
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.
BURTON Snowboards
Marketing Manager - Japan, Gravis Footwear | 11/2000 - 07/2003
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.
Spy Optic, Inc.,
Marketing Manager | 11/1999 - 10/2000
Managed the North American marketing strategy, including but not limited to media planning, trade shows, merchandising and PR.
Education history
University of Washington
BA | 1993 - 1997
