John Bercaw

Transitioned startup division from loss to profitability by changing market channels from outdoor to hunt. Routinely utilized an unconventional skill set in development across multiple borders and industries. Conducted quantitative, qualitative, and competitive research to define product and customer experience strategies. KEY ACCOMPLISHMENTS: Directed diverse product mix, increasing sales from $600,000 to $3 million in 2 years. Grew clothing line from $1 million to $2 million in 1 year by defining tone, aesthetics, and function. Led expansion of tent, pack, and trekking pole lines resulting in $1 million growth in 1 year. Created new snow shoe line in a record 6 months, leading to company’s first year of profitability.

Directed all aspects of $35 million company’s largest and most critical product lines. Implemented and executed product development process from concept to sales sample. Executed market research, product selection, design, testing, and launch. Key leader in domestic and overseas development, manufacturing, vendor sourcing and material discovery. Presented lines to reps, international distributors, and key accounts. Established brand direction and created sales literature and collaterals. Final approval for marketing collateral. KEY ACCOMPLISHMENTS: Directed all aspects of $35 million company’s largest and most critical product lines. Initiated, designed, and launched products resulting in 83% sales increase sales and gain of majority market share. Raised margins from 31% to 40% by cutting costs and SKUs (industry norm was 32%). Conducted first assessment of global market and competitors.