Responsible for the Sunglass and Rx frame/lens programs in their entirety from product to profit for all sales channels: International, Military, Wholesale, Key Accounts, Domestic, Optical, SMU, and Sun Specialty • Perform market research plus Internal data analysis to pinpoint brand opportunities, position and product needs. • Deliver clear direction and needs to product development team for product creation, work hand in hand with product development through the development process to ensure product needs are met. • Work with Sales to align product and marketing with sales strategies & tactics to ensure revenue goals are achieved. • Responsible for clear and concise product release and marketing communication to internal and external teams. • Create and execute the marketing story, strategy, plan, and tactics by product release as well as work cross functional to develop overarching yearly / seasonal campaigns and messaging. • Work with the creative team on everything from big picture brand messaging to individual product copy. Responsible for POP/POS messaging and overall effectiveness. • Drive social media content creation and direction • Work with sales, product, and finance to establish pricing strategies for wholesale, retail, closeout, SMU and Amazon business. Manage product margin expectations and develop ann

Strategize, Develop and Implement overall brand sales plans short and long term including product direction, consumer segmentation, market opportunities, growth expectations, budget spends & overall short and long term revenue targets and sales team structure. Manage US & Canadian sales representatives as well as international distributers across Europe, Australia, Japan, China & Russia. Also manage brand direct to consumer (ecom), off-price/closeout channels. Develop and drive all sales related brand needs, sales meetings, trade shows, internal and external sales tools, catalogs, pre-book/at-once programs, dealer partnerships, rep retailer & ecom Sales contests/promotions, Pop etc.…

Create five-year revenue plan, develop, strategize, and implement category strategy to achieve revenue targets, market growth and overall performance expectations. Develop National sales team blueprint & expectations. Higher, manage, coach, mentor and assist sales team in achieving individual and organizational sales goals. Lead cross-functional team to capitalize on market opportunities and to drive company design, marketing, merchandising and overall brand direction for the Optical and Sunglass specialty eyewear market segmentation.

Dynamic development & management of all sales directives, marketing initiatives, customer service and associate rep execution within a diverse multi-channel multi-market territory. Achieved Apparel & Footwear rep of the year for growing sales and brand market penetration. Excelled brand “new technology” penetration to new market categories through deep product/category analyses to effectively communicate short and long term opportunity to retailers Pioneered and successfully launched new brand categories (footwear, electronics, women’s apparel) within a congested retail landscape. Continuously sur-passed sales goals and door/product placement targets. Established strong, trusting, honest, authentic, mutually beneficial business partnerships.

Assisted in managing "grass routs" shop athlete team of 100 + athletes nation wide Created custom in-store pop and window display materials and campaigns Developed and Implemented in-store event marketing activations within the CA action sports market