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Director Men's Apparel and Accessories

Top Management

A decisive leader with an aptitude for business management, product development, marketing and customer retention spanning over 20 years within the Lifestyle and Action Sports Industries.  Highly motivated “trigger puller” with a well-rounded background as a Retail Merchant, Business Owner, Director and a Sales and Marketing Manager for Global Brands.  Strengths in building and driving a brand’s vision through product development and marketing execution to increase revenue in all categories.   

IRT is a single-source production agency focusing on creating high-quality branded merchandise programs. We are makers at heart. We move from concept to creation, offering our own unique set of services and the ability to ideate in house. We encourage your visions to become realized by communication at the highest level, producing high quality products, and aiming to help you meet your business needs through co-branded product programs.

Director, Licensing and Merchandising

Brought in to plan and execute the build out of the internal and external global sales structure for the brand.  Bring on board new accounts, international distributors, and sales reps to grow the overall sales reach of the brand.
•Responsible for growing and exceeding monthly sales and profit margin targets for the first 5 months of being on board.
•Responsible for opening 40+ new accounts, 6 new international distributors and bringing on board the first 3 independent sales rep agencies for the brand in key territories.
•Planned and laid out sales, product and pricing structure for the next 16 months encompassing current models, new models and discontinued color ways.

Sales Director

An experienced sales relationship strategist capable of developing quarterly and yearly strategies to achieve profitability and growth in all business categories.  Responsible for all sales forecasting, planning, national sales management, distribution, and budget management. Steady record of revenue and profitability increases driven by consistently prospecting, developing and maturing relationships and building, intensifying and streamlining product lines.
•Responsible for meeting and/or exceeding all FY sales plans for the US markets for Ride & 5150 Snowboard brands while reducing carryover, and increasing overall margin generation. 
•Develop overall sales budget/targets for 9 regional sales reps, monitoring their performance and establishing service expectations supporting them as they strive to reach their goals.
•Assist the brand director and global marketing team in developing marketing communications strategies that enhance the image and demand for the brand.
•Consolidate forecasts created by sales force & key accounts to monitor progress towards monthly, quarterly and annual sales targets reporting on variances and ordering inventory to achieve sales. 
•Primary point of contact for the brand with all retailers with the focus on key retailers and national accounts balancing their needs with company’s goals.  
•Organize and manage two annual sales meetings as well as traveling to national and regional shows, key account visits, territory sales events and in office meetings with key accounts.
•Work with business analyst to generate fiscal finance reports as well as working with planning to purchase orders from the factories to ensure timely delivery.   
•Grew the Outerwear category in year one by 13% and 11% in year two ranking it as the #4 US snowboard specific outerwear manufacturer. 
•Launched the helmet program into becoming a top 10-tier US helmet supplier within the first year.
•2012 K2 Sports Team Player Award winner out of roughly 225 employees.

K2 Sports-USA Sales and Marketing Manager-Ride Snowboards

Self motivated, professional outside contracted sales representative responsible for managing the sales and service of Ride Snowboards as well as Ride and Cappel Outerwear, 5150 Snowboards and ADIO Footwear.   Skilled and comfortable in making educated, strategic moves for the betterment of the brands and retailers for the territory. 
•Top ranked Sales Rep within North America, increasing sales and brand strength through carefully developed relationships with customer base pioneering the Ride family of brands in the Rockies Marketplace including Colorado, Utah, and Wyoming. 
•Grew the annual sales revenue from $800k to $6M over the span of 7 years.
•Grew the account base from 70 to 125 over the span of 7 years.
•Responsible for development and execution of a sales strategy that was in line with Ride brand values within the territory and distribution markets assigned.
•Team leader in account management responsible for coordinating and managing 2 sub reps to successfully grow and manage multiple business categories and relationships with the client base across multiple states. 
•Developed territory growth forecasts; meeting and or exceeding them on a yearly basis identifying new growth categories, prospecting new customer base.
•Provided exceptional service to customer base through consistent “in-store” appearances; providing assistance in sales, merchandising and technical inquiries.
•Managed the orchestration and production of all regional trade shows, on snow demos and promotional events juggling regional promotions and events.  
•Direct involvement with companies represented in design and marketing direction. 
•Consistent territory and business growth over 7 years.

Regional Sales Manager

Driven, outside sales representative responsible for assisting the sales and service of Ride’s hardgoods, softgoods, accessories and Smith Optics throughout a highly demanding territory.  Executed sales plan set by North American Sales Manager for assigned territory, distribution channels, product categories and key accounts.
•Provided service to Dealers and Consumers through consistent “in-store” appearances, managing the brand image for the territory, assisting in sales, merchandising and technical inquiries.  
•Educated retail sales force on technical aspects of the product line and selling techniques through yearly scheduled clinics.  
•Supported product line and dealers through On-Snow Demonstrations for the consumers and retail partners orchestrating the details of the event ensuring high satisfaction.

Territory Sales Representative

Responsible for all store functions associated with running a $3 million dollar retail income center achieving sales, service, customer satisfaction, and profitability goals. Evolved and grew store square footage from 1000 square feet to 10k square feet. Responsible for buying merchandise, hitting budget and margin targets, and store staff management and scheduling.

Retail Store General Manager & Buyer

Shawn Penrod is a Director Men's Apparel and Accessories at New Era Cap in New York, NY.

Shawn Penrod

Shawn Penrod

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Education history

Massachusetts College of Art

Waltham High School