Bike

Creative Agencies

Fashion

Fishing

Lifestyle

Moto & Powersports

Outdoor

Skate

Snow

Streetwear

Surf

Swim

Wake

Family

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Sports

Community outreach

Brand Director and Marketing Executive with a results-driven history working with brands, sales teams, and media companies to drive consumer demand and grow sales. Ability to connect people, product, and marketing initiatives through go-to-market planning strategy and execute to desired results. Strong outdoor and ocean lifestyle industry experience and network and key retail relationships in lifestyle and optical channels. 

Professional skill set in demand creation, sales management, creative development, retail marketing, advertising, integrated digital marketing, and social media strategy.



•	Set the direction for global marketing of sunglasses, snow goggles & optical eyewear. 
•	Member of the Executive Team that coordinated sale of Dragon to Marchon in 2012. Led the brand and marketing presentation to Marchon throughout the transaction and was a key participant in the acquisition. 
•	Managed staff of five direct reports and worked with teams across all channels. Hired and on-boarded Category Marketing Managers for snow & surf along with our first full time Social Media Content Manager. 
•	APX Snow Goggle Campaign: Launched through digital advertising, PR, videos, social media, product seeding, traditional media and billboard ad campaigns. The APX video was viewed over 75K times on social media channels. Became Dragon's best selling snow goggle and was voted Best New Product by ISPO Awards 2014. 
•	H20 Floatable Campaign: Nominated for SIMA Product of the Year 2015. Became best selling sunglass collection globally. Combination of video, social media, innovative underwater

Global Brand Manager


•	Managed the overall business of Surfer Media, including print magazine, website, events, licensing, and advertising sales. Responsible for overall sales budgets and profitability.
•	Grew the overall revenue and profitability each year and managed the sales and marketing staff to drive revenue with the endemic and non-endemic partners. 
•	Surfer became to leading media platform in all actions sports publications in sales, page count, and readership and grew page counts and revenue 20-30% yearly through to 2007. 
•	The Annual BIG Issue of Surfer in 2006 (August, 2006 cover) was the largest surf publication ever produced at 324 pages, with highest gross revenue for a monthly issue at nearly $1 million.
•	Oversaw Surfer Magazine and all special editions, surfermag.com, Surfer Poll Awards, Surf Shop Challenge, and Licensing division. 
•	Worked with the key leaders of each of the major industry brands to help them craft their media plans and partnerships. 
•	Partnered with key r

Publisher and GM


•	Oversaw the sales rep team and managed monthly budget goals. Worked with publisher to define magazine page count based on revenue. 
•	Managed a key account list of top advertisers and prospects with growth rates of 30%+ YOY. 
•	Diversified sales into online, events, and special projects creating new revenue streams and growth. 
•	Coordinated the re-launch of the Hot 100 issue which was a supplemental edition with a digital component. 
•	Organized the Surfer Surfshop Challenge and Surfermag.com and sold media sponsorship packages for these new properties.
•	Worked with team to grow Surfer Poll awards and manage corporate sponsorships, event planning, and calendar for event. Surfer Poll event became the industry event each year, with live webcasts and TV coverage with over 2K+ industry guests and VIPs attending. 
•	Represented the brand at all industry functions and events.


Advertising Sales Director/Associate Publisher

•	Managed an account base of over 100 advertisers and prospects. 
•	Grew the sales revenue YOY at an average of 25%. 
•	Worked with clients to help develop ad campaign ideas and connect brands with key athletes for marketing partnerships. 
•	Assisted new brands in media strategy and ROI analysis of media buys
Worked with clients to help develop ad campaign ideas and connect brands with key athletes for marketing partnerships. 
•	Brought in new business and collaborated with companies on brand development ideation.


Advertising Sales Rep

Rick Irons is a Global Brand Manager at Dragon Eyewear and Optical in Cardiff, CA.

Rick Irons

Rick Irons

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