Justin Elmore

Head of Int'l Distributor Merchandising, Apparel

HIghlands Ranch | United States

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In my own words

— Justin

Former collegiate baseball player and current Head of IDR Merchandising at Columbia Sportswear Company.

I take pride in taking time to learn what motivates others to establish a connection and understand their needs to build trust and an environment of preparedness and teamwork to exceed expectations. I believe transparency and ability to get your hands dirty to guide any team is vital to helping build that trust and helping others to grow and and realize their own goals and ambitions. I am a believer in constantly evolving approaches to the business as evidenced by my track record in helping to increase topline and bottom line KPI's.

In my most important job I have 4.5 Years experience in being a Dad with an emphasis on patience, approach, and patience. Ability to spend ample time with 2 children under the age of 5 in tandem with my amazing wife in a rapidly changing environment, while still making time to run, swim, cook & BBQ, ski, beach, take in all sports, landscape, and travel.

Additionally I have14 years experience across footwear, apparel and equipment with an emphasis on best in class people leadership, cross functional management, sales and merchandising. Ability to produce and deliver results at a high level in high pressure environments, build professional relationships internally and externally up to the executive level and across counterparts while influencing based on performance metrics, market trends and hindsight.

Always a focus on staying adaptable in the multiple facets of my life.

Trajectory

Nov 2020 — Now

Head of Int'l Distributor Merchandising, Apparel · Columbia Sportswear

Jan 2020 — Now

Head of US Merchandising, Apparel · Columbia Sportswear

• Led a team of merchants and omni-channel merchandising strategy for wholesale, & DTC representing over $2BB in retail receipts and 70% of total business across globe. • S21 Projected Result: GM increase of +20 BPS and sku production increase by 5% with a flat AUR. Projected growth of +10% during global pandemic. • F21 Projected Result: GM increase of +120 BPS with projected topline growth at +40% for Omni-channel; eComm +50%. • F21 Projected Result SKU Productivity: +16% increase in $ productivity; including 9% decrease in style count. • Management contribution to a P&L of $500MM+; aim to increase profitability by 120 BPS by end of 2021. • Responsible for management of all strategic pricing: margin, sku and revenue targets to align 3 Year CAGR of 10%. • Architect of DSG exclusive program and lead of cross functional team with aim to increase market share to 25%. • Lead steering committee including 20+ stakeholders across CSC to evolve GTM process by aligning internal stakeholders. • Selected as Team Member of NA Leadership Team to help evolve E2E process and strategy of CSC. • Part of steering committee to help guide reshaping of enterprise analytics to improve decision making based on facts. • Drive lifecycle management for assortments that align with consumer trends/analytics and tie to sales & Brand LRP.

Jul 2016 — Jan 2020

Head of SG Merchandising, Footwear · adidas

$16.5B in sales revenue, the largest sportswear brand in the EU and the second largest globally, manufacturing and distributing footwear, apparel, hardgoods and accessories with numerous licensees. • Lead team of merchants and footwear merchandising strategy for SG channel, largest single channel at adidas. • Created assortment that saw adidas become the #2 Footwear brand in SG Channel per NPD. • Footwear assortment revenue represented 40% of business; 43% CAGR over 3 years, GM +180BPS • Assortment plans assisted in increasing market share within SG Channel moving from 6% to 15%. • Pioneered space planning and adidas strike point initiatives at DSG: o Top 250 doors to include branded space of up to 150 shelves of footwear o Resulted in a sales turn increase of 2.7x the standard DSG door. • Fostered environment for direct reports to learn and evolve with a focus on inclusivity and accountability. • Functional lead across CTC Footwear on multiple projects, stretching across 50 colleagues • Expertise in driving alignment with cross functional partners including, Sales, Planning, Business Units, Trade/VM and global merchant teams to ensure we maximize assortment and drive brand initiatives at retail stores/ecomm.

Jul 2015 — Jul 2016

Key Account Manager, Footwear · adidas

• Manage multi-million dollar Footwear business for 400+ door SG chain across 133 categories • Tracking to Compounded Annual Growth Rate of 22% at end of 2016. • Key Category growth (shipments): o Lifestyle Category: 580% growth from 2015 to 2016. o Running Category: Re-established category completely with 4 foot run; all new business in 2016. o Soccer Category: 15% Market Share increase; 50% market share total o Football Category: 70% Growth from 2015 to 2016. • Presented Geo-Targeting project to exploit regional opportunities and gaps to illustrate additional multi-million dollar opportunity. • Develop account strategy with heavy emphasis on weekly, monthly, and annual SPS reporting, and measuring of KPI’s. • Cross functional management responsibilities with Finance, Planning, Product Categories, Marketing and CS. • Responsible for leading all major account facing presentations and the execution of GTM strategies.

Jan 2013 — Jul 2015

National Key Account Manager, Sporting Goods · Aqua Lung America

• Manage a multimillion-dollar national account base and sales force overseeing all category sales, forecasting, merchandising and GTM initiatives for three distinct brands: Aqua Sphere, Michael Phelps and US Divers. • Develop & execute 5-year strategy plans for merchandising, sales and marketing initiatives tracking to a 25% CAGR. • Maintain and execute against annual sales budget wit P&L responsibility within 3 brands. • Led the Michael Phelps Brand GTM strategy for SG Channel +15% net lift across business.

Sep 2008 — Dec 2012

Naitonal Sales Manager, Aqua Sphere · Aqua Lung America

• Lead 20+ sales reps throughout US while executing all GTM Milestones and Merch Strategies. • From 2009-2012 was directly responsible for total specialty CAGR of 79%. • Lead launch of two brand new product categories into specialty market resulting in $3MM incremental business. • Created and executed sales programs that helped to achieve targeted CAGR of 25%+ for four consecutive years. • Initiated test program at REI that resulted in full rollout program in 225+ stores in 2010. 139% CAGR from 2010-2012. • Reconstructed sales force in marquee regions to help achieve 177% CAGR in those regions from 2008-2012.

Feb 2007 — Aug 2008

Specialty Sales & Promotions, Aqua Sphere · Aqua Lung America