Michael Fullington

Brand Manager

2011 – 2024

Conceptualized and spearheaded a brand relaunch using a grassroots strategy which included: a complete website redesign, activation of social media channels, product packaging redesign, and new pricing structure. - Oversaw $28 million in domestic sales and inventory, achieving a peak of $3.9 million in 2021. - Social Media Coordination (Facebook, Instagram, YouTube). - Team management of over 20 domestic riders: Building connections and community while enhancing brand awareness. - Identified consumer unmet needs and pain points, translating these into key differentiating product features and specifications; served as the “voice of consumer” champion within the organization. - Developed and presented business cases, leveraging customer and market research data, to allocate organizational resources towards new product development projects. - Set direction for product positioning, features, specifications, product design, packaging design direction. - Led cross-functional project teams in the execution of developing new products through all phases of the product development process. - Monitored all post-launch product sales performance, customer ratings, and other product related data points to drive success. - Serve as the go-to product expert within the organization; shaped the perception of the brand and optimized product assortments to meet market demands and business objectives. - Developed and implemented comprehensive brand strategies aligned with organizational goals. - Led product launch initiatives, coordinating with marketing, sales, and operations teams. - Conducted market research to understand consumer preferences, industry trends, and competitive landscapes. - Planned and executed promotional campaigns to drive brand awareness and product sales. - Continually monitored and analyzed the performance of brands and product categories.

Product Manager

2007 – 2011

Defined key narratives for achieving annual product objectives; managed the long-term product strategy for 29 boot models. - Developed and delivered the annual product line plan at international sales events. - Conceived and executed on the strategic direction and global innovation pipeline for the business, to include all aspects of product innovation in a highly cross-functional environment. - Owned activation of ideation and concept phase by translating consumer insights and trends into strong product ideas in close collaboration with market research insights. - Lead execution of innovation projects with R&D, packaging engineering, the designer community, and other business partners to develop product improvements. - Proactively identify emerging trends, have strong expertise in category, competitive landscape and social conversation - Collaborate with Finance, Supply Chain and Project Management to ensure new products deliver on growth, revenue and profitability goals - Deploy innovation to regions; develop product launch toolkits that excite local marketing teams and retailers - Develop deep understanding of key markets around the world.

Domestic Sales Manager

2002 – 2006

Managed over 250 domestic accounts, consistently surpassing sales targets.

Bachelor of Arts - BA

Skills: Positioning (Marketing) · Brand Awareness · Product Marketing · Time Management · Brand Development · Data Analysis · Brand Building · Brand Strategy · Brand Management