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Managing Partner/Co-Founder: North American Licensee & Distributor

Top Management

Consistent top performing global marketing and sales executive within Sportswear,
Outdoor, and Action Sports marketplaces with extensive experience in strategic planning and tactical execution. Over a decade of experience working across all facets of the marketing and sales organizations while always focused on maximizing ROI.

Responsible for identifying market opportunity and raising capital to launch
licensee/distributorship in North American marketplace.
• Conducted extensive market research to inform a three year strategic go-to-market plan for
existing and new product to maximize growth opportunities within North American action sports,
outdoor and lifestyle categories.
• Developed and managed revenue forecasts and expense budgets to achieve 50% year over year
growth for new emerging brand via direct to consumer, wholesale, and e-commerce distribution
channels.
• Developed, executed and continually enhanced cross-channel marketing campaigns including
Search, Social, Email and Display to yield an efficient marketing spend aimed at 6x ROI or better.
• Managed all trade shows and other industry events.
• Recruited, trained & managed 12 person sales team to effectively grow and service wholesale
partner account base accountable for 65% of total annual revenue.
• Developed all sales collateral and associated

Contributed to revenue growth from $60MM to $120MM during the period 2006 – 2013.
• Selected to participate in the “VF Executive Team Growth Program” gaining world-class
leadership skills and insights
• Developed a “Class A” marketing team of 17 professionals that devised and implemented
integrated marketing strategies, which directly contributed to rapid growth and strengthening of
the Reef brand worldwide.
• Responsible for overseeing all planning and execution of tradeshows, POS, digital acquisition &
retention, TV, print, radio, PR, and industry events to achieve a total annual marketing spend
resulting in no less than 6x return on investment.
• Develop specific goals, annual budget, and KPIs, for all marketing programs, including an
analysis of the marketing organization’s impact on the company’s strategic business objectives.

Director of Global Marketing

• Lead and developed 5-person marketing team, then promoted from Manager of US Men’s
Marketing to Director of Global Marketing in 2011.
• Built, implemented, and measured account-specific marketing plans by season in collaboration
with Sales Executives and Global Marketing Director.
• Applied measurement metrics to every aspect of marketing tactics to build a baseline upon which
marketing planning and spend were allocated for future company growth drivers.
• Additional responsibilities included trade show activation, catalog production, P.O.S, retail buildouts,
social, print, TV, digital acquisition/retention, PR and industry events.
• Managed and activated seasonal global sales meetings bringing together 150 employees for a 3-
day growth driver training seminar.

Manager USA Men’s Marketing

• Responsible for executing company’s public relations strategy via programs and campaigns that
targeted both endemic and non-endemic media outlets. Also responsible for domestic and global
activation of company’s event strategy.
• Wrote and distributed strategic brand & product launch press material to media companies to
media outlets in an effort to create brand awareness & interest.
• Executed and managed offsite and onsite logistics of a 10 event amateur surfing series that
spanned across both the west and east coast as well as Hawaii.
• Assisted in logistical offsite and onsite execution of company sponsored Association of Surfing
Professional – World Championship Tour events in Australia and Hawaii.
• Assisted in the logistical offsite and onsite execution of seasonal trade shows and sales meetings to
ensure brand and product strategies were effectively communicated to B2B account base.

Manager of North American Communications & Events

PJ Connell is a Managing Partner/Co-Founder North American Licensee & Distributor at The Mad Huey’s USA in Carlsbad, CA.

PJ Connell

PJ Connell

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