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Experienced Wholesale Marketing Manager

Marketing & Sales

If you're looking to learn more about my background, my experience is rooted in brand and wholesale marketing. Most recently, I served as the North American Wholesale Marketing Manager at Fjällräven, and before that, I held marketing roles at Backcountry and other purpose-driven brands. But titles only tell part of the story. I'm passionate about the power of creative design; how imagery and language can spark emotion and drive connection. I’m continually drawn to the strategic challenge of balancing precision with reach in targeted campaigns, always aiming to elevate both brand and consumer experience. Outside of work, I find inspiration in the outdoors, whether I’m on my mountain bike, skis, or hiking trails. While I appreciate solitude, I’ve learned that shared adventures, like a group ride after work, are often the perfect reset. To me, a product isn’t just something you buy, it’s an entry point to an experience. That belief drives how I build marketing campaigns: creating stories that resonate emotionally and connect meaningfully with the people they’re made for.

Fjällräven is a Swedish outdoor brand delivering high-performance gear and apparel for trekking. 

Marketing Execution: developed short- and long-term wholesale marketing strategies and offerings that aligned with the global Fjällräven vision and direction

Marketing Plans: created annual marketing plans for key and specialty retail accounts based on COOP investment, year-over-year growth, and partner offerings

Budget Management: managed wholesale marketing budget, including annual allocations to key and specialty retail accounts, third-party vendors, etc.

Team Management: oversaw and mentored a Wholesale Marketing Specialist

Event Management: designed & developed visuals for trade shows and seasonal sales meetings; sample and operational logistics

NA Wholesale Marketing Manager

Sun Valley Resort voted the #1 North American Ski Resort by Ski Magazine in 2020, 2021, and 2022

Go-To-Market (GTM) Planning: managed the Sun Valley Resort season pass GTM plan for seasonal season pass offerings

Event Management: partnered with the Event Manager to plan, execute, and deliver post-event analysis of multiple summer and winter events

Brand Management: managed the brand experience across Sun Valley Resort, maintaining brand integrity among guest-facing content and messaging

Budget Management: oversaw and tracked individual project budgets to actuals monthly

Paid Media Management: developed paid media plans in alignment with marketing initiatives

Agency Management: negotiated and managed creative agency relationships and developed a resource network of content/creative vendors and contractors.


Brand Manager

Backcountry is a  premier online retailer with a brick-and-mortar presence across the United States.

Sales Prospecting: prospected 10 new brand partners in 2019 for $89k in incremental revenue, eight in 2020 for $96.5k, and nine in 2021 for $227.5k

Account Management: grew existing brand partnerships, generating over $455k+ in incremental MDF revenue in 2021

Creative Briefs & Project Management: created and managed 130+ campaign briefs from start to finish, including the on-time execution of tasks by four team members

Reporting: compiled and provided campaign reporting and data analysis for brand partners and internal stakeholders

Cross-functional Collaboration: responsible for owning the MDF product seeding program and seeding products from 15+ brands to 100+ customers through cross-functional collaboration with Backcountry Gear Heads

MDF Account Manager

John Oscadal is an Experienced Wholesale Marketing Manager at Fjällräven in Arvada, Colorado.

John Oscadal

John Oscadal

John Oscadal

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