PJ Connell
PJ Connell
Managing Partner/Co-Founder: North American Licensee & Distributor
Carlsbad | United States
Skills
No information
Interests
Surfing
My family
Travelling
Industries
Fishing
Lifestyle
Outdoor
Skate
Surf
Work experience
The Mad Huey’s USA
Managing Partner/Co-Founder: North American Licensee & Distributor | 10/2013 - Current
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
REEF
Director of Global Marketing | 01/2011 - 12/2013
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.
REEF
Manager USA Men’s Marketing | 01/2006 - 01/2011
• 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.
Rip Curl
Manager of North American Communications & Events | 06/2003 - 06/2006
• 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.