Studied geology, sociology, psychology and physical education. Quit to focus more of my attention on my job in the motorcycle business.

Student of Industrial Education Graphic Arts where all the students worked for the school through both first and second periods to design and print almost all paperwork and graphic arts projects needed by the school. I also enjoyed Advanced Enrollment classes like Biology A.E. and wrestling.

Bike

Moto & Powersports

Outdoor

Health & Fitness

Snow

Other

Dive

Fitness

Reading

Family

Marketing

Motorcycles

Bicycles

Outdoors

Competition

teamwork

My dogs

Management - Brand

Experienced & Successful Brand Management, Sales & Marketing Specialist

Specialist & Consultant

- Experienced and successful brand builder
- Experienced and successful marketer
- Experienced and successful team leader
- Experienced and successful salesman
- Experienced and successful product conceptor
- Experienced and successful product developer
- Experienced and successful public speaker

•	In charge of the three in house brands of motorcycle riding apparel; Tourmaster, Cortech & NORU
•	Analyzed why each brand was on downward sales trajectory
•	Redirected each brand towards their strong suits
•	Directed the design and development of all new products
•	Set and reviewed KPI for three, direct report, design and development staff
•	Oversaw the closeout efforts of older products
•	Created first CE certified products and CE understanding to pave way for export expansion
•	Worked closely with merchandizing department to try to fix chronic product shortages
•	Created “Video memo” series to inform and motivate sales staff
•	Wrote or re-wrote all sales text 
•	Was on camera person for all sales department product training videos and new staff training
•	Created line plan for brands that scheduled new product creation and launches 2 years out
•	Created forecasting and reporting tools for management
•	Set calendar and monitored budget for all marketing efforts

Director Of Own Brands

•	Increased sales of already existing protection line
•	Created, and had approved, 28 new protection products
•	Oversaw re-development/improvement of existing protection products
•	Worked with marketing staff to improve and create new protection product marketing assets
•	Improved sales text and website use of photo assets for existing protection
•	Set calendar and content for all email blasts and social media posts for protection
•	Created sales initiatives for use by sales department and distributors

SmartShock/Protection Business Unit Manager

•	In charge of sales team and selling operations
•	Hired and trained/coached sales staff members, set KPIs and reviewed performance
•	Personally conducted sales efforts to domestic key accounts
•	Started and led very successful sales effort to export customers
•	Lead the project of setting up a wholesale sales division
•	Worked with design staff on all new products and product development
•	Marketing concept, direction, execution and budget management
•	Set calendar and content for all email blasts and print advertising
•	Assisted product design team in determining new products
•	Educate customers, Viktos staff and influencers on product details, positioning and presentation

Brand Manager

Distributor Of Power

•	Responsible for all aspects of success for the in-house brands of MSR Apparel, MSR Hard Parts, ProTaper, Answer Racing, RSD Apparel, River Road apparel and luggage, Black Brand apparel and FirstGear apparel
•	Analyzed each brand and redirected them to better and more achievable trajectories
•	Set and reviewed KPIs for all 19 direct reports including design, development, marketing, race support, brand managers and other staff
•	Hired/managed/trained all staff
•	Managed all marketing concept, direction, execution and budget 
•	Worked closely with Tucker sales staff on key accounts
•	Sales/product training for Tucker sales staff
•	Managed trade show displays and trade show sales programs

Senior Director, Apparel Brands

•	Ran the entire Leatt USA operation
•	Hired all staff, set KPIs and reviewed 
•	Hired, trained/coached and managed the US based inside and road sales teams and assisted with selling to key accounts
•	Ran the marketing effort worldwide from product concept through packaging to ads and online presence, through a greatly expanded social media effort, through sponsored athletes, using media insiders to help our guerrilla marketing all the way to going to events and speaking one on one with consumers
•	Managed all marketing concept, direction, execution and budget
•	Redirected entire brand from neck brace company to protective equipment company with neck braces as flagship products opening door for future growth
•	Created the concept for the majority of new Moto and MTB products, worked with team on design and development including being the lead test rider
•	Created massive sales growth at what was a shrinking business, in an economically strained market 
•	Planned and executed displays at various MTB and motorcycle shows worldwide

International Marketing Manager, General Manager Leatt USA

•	Launched and controlled the direction of the brand, it's product offerings, sales effort and marketing efforts
•	Worked in close cooperation with design and development team to create products for the current market and the future market
•	Started as Icon’s first full time employee, led brand from $0 to $150M in sales in 8 years.
•	Icon became best-selling brand either owned by, or distributed by, LeMans Corp.
•	Led sales training for 150 sales reps
•	Managed team of 7 Icon brand specific salespeople called Product Specialists
•	Personally conducted sales efforts to key accounts
•	Managed marketing assets, budget and direction
•	Worked closely with design staff on all new products and product development
•	Created concept of brand’s most iconic products like TiMax gloves/jackets, Saint & Sinner helmets, 29er gloves etc. 
•	Created “The Icon Experience” new dealer presentation using movie theaters, developing and personally presenting the road show in 19 cities.
I was fortunate to be supported by the best design staff any brand manager could ever dream of.
I enjoyed this time in my career immensely and would be proudly working there today if LeMans Corp., the parent company, had better compensation plans for their top performers.

Icon Brand Manager

•	Oversaw all aspects of sales, marketing, product design and product development for this line of off road motorcycle riding/racing apparel. 
•	Created sales programs and traveled extensively with the Helmet House road sales force specifically pushing the AXO brand
•	Created 50% AXO sales growth in first year
•	Oversaw our professional racer representative who worked with professional motocross/off road motorcycle racers and race teams
•	In charge of sales forecasting for brand and assisted with purchasing
•	Implemented an AXO road race apparel exclusive stocking dealer program that sold specialty items to only select few dealers around the US
•	Assisted in design/development of new Tourmaster motorcycle luggage
•	Create export sales initiative and opened several new export accounts
•	Selected to be one of three US regional managers, in addition to my AXO Brand Manager duties. Despite the "double duty status" was charged with the largest and most productive territory

AXO Brand Manager & Regional Sales Manager

•	Led all sales efforts including hiring/training/coaching sales team, set KPIs and reviewed
•	Designed and developed new types of protective wear for mechanics
•	Created distribution network of retailers, distributors, OEMs and importers
•	Assisting in establishing successful B2C market
•	Assisted in establishing race team sponsorship in both motorsport and powersports markets
•	Led all tradeshow efforts domestically and internationally

Vice President

•	Additional concurrent positions included, Sales Mgr (road sales staff), Export Sales Mgr for both AXO and Mechanix Wear brands, AXO & Renthal Rider Representative, Mechanix Wear Powersports Sales Manager, Mechanix Wear special accounts sales representative
•	Designed new AXO sales department that insured growth to domestic dealers, domestic distributors (for Renthal & Mechanix Wear) and importers
•	Established new road sales team sales including hiring/training/coaching sales team, set KPIs and reviewed
•	Created a sales team model that is the most copied model in the motorcycle industry today.
•	Renthal brand manager for 7 years, increasing sales from $400K annually to $4.6 Million
•	Increased export sales from $30K to $3M
•	Led sales efforts at domestic and international trade shows

Renthal Brand Manager

•	Led the sales initiatives for distributors, dealers, retail, sponsored racers and export accounts
•	Established new road sales team sales including hiring/training/coaching sales team, set KPIs and reviewed
•	Personally opened new dealers, distributors and importers
•	Created new product concepts
•	Worked with design and development team finalizing new products
•	Created huge sales growth in all measured categories
•	Worked tradeshows both domestically and internationally

Sales Manager

•	Regularly serviced 70 motorcycle dealerships in Southern CA and Southern NV
•	Inherited 50% of my territory and established the other 50% on my own
•	Sold street & Off Road Apparel, Tires, Oil, Accessories, sunglasses and much more
•	Top salesman for O’Neal ‘85, ‘86 & ‘87
•	Top Metzeler Tire Salesman Western US ‘85, ‘86 & ‘87

Outside Sales Representative

Phil Davy is a Director Of Own Brands at Helmet House, LLC in Simi Valley, California.

Phil Davy — Director Of Own Brands at Helmet House, LLC

Phil Davy

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