Karen Craig

Served as the primary day-to-day link for connecting the Portland-based Product team with the Global, Wholesale, Retail, and Digital Marketing teams in order to develop critical sell-in materials including; seasonal catalog (workbook), seasonal product and innovation stories, packaging strategy, look-books, global website photography and retail stores' visual merchandising guidelines for all global channels. Communicated intricate product details, positioning, and benefits, for creative marketing team to execute consumer-facing communications. Direct product management and go-to market strategy development and execution for seasonal photography and website product copy including; shot lists, style guides, on-set execution, photo accuracy, and seasonal copy and translation management. Supplied product team with customer and product-testing feedback in order to explore innovative product opportunities. Created seasonal product briefs to update sales and marketing teams on key product benefits and stories, in order to provide consumers with an optimal apparel solution for their preferred outdoor activity. Budgetary responsibility for all global product marketing execution, prioritizing quality with cost optimization.

Responsible for financial success of 64% of total Outdoor and Action Sports product sales via merchandise procurement and sell-through. Achieved sales growth of +40% across multi-division ownership over tenure. Directly managed a team of 23 direct reports, spanning across all Softgoods and Accessory Buying tiers, as well as Visual Merchandising Coordinator. Built strategic visions for website campaigns and promotions with cross-functional teams such as Marketing, Creative, Planning, Product, and Imaging. Managed like processes to facilitate sell-through across 6 Backcountry.com owned websites, including Action Sports focused site, Dogfunk.com. Managed major vendor relationships, communications, and sales growth business strategies across 450 Outerwear, Apparel, and Accessory brands. *Received Action Sports Industry Award for "Online Retailer of the Year", for entire tenure (4 consecutive seasons, 2009 - 2012).

Managed US Sales Team and was responsible for sales results for Snowboard Hardgoods and Softgoods/Outerwear categories. Aligned category's sales goals and agendas with overall objectives of the company. Was responsible for entire sales process including; budgeting, forecasting, hiring/firing, creation of effective sales programs, building and supporting retail account base, and reaching sales goals. Built strong and necessary cross-functinal working relationships with remote Marketing team, and an international Product team.