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Health & Fitness

Founder- Brand Strategist

Other Services

Results-focused Sales/Brand Marketing Director, with over 15 years' experience in Outdoor/Action Sports
apparel and equipment industry. Skilled in communication, management, leadership, and team building,
with the ability to leverage internal and external partnerships to optimize sales and brand awareness
within the retail and consumer markets. Creative management of diverse and complex work streams.


KEY AREAS OF LEADERSHIP & EXPERTISE

Team Building & Leadership ~ Management ~ Branding ~ Sales Forecasting ~ Key Account Management ~
e-Commerce ~ Creative ~ Digital Technology ~ Social Media ~ Profit Optimization ~ Event Management ~
Tradeshows ~ Sponsorships ~ Ambassador Programs

BeeHaus consulting is a Salt Lake City based collective, specializing in servicing the Outdoor and Action Sports industries with proven expertise in the following areas: Sales and Brand Strategy, GTM Strategy, Copywriting, Product R&D, Merchandising, Brand Alignment, Project Management, Connectivity and Communication, Ambassadorships, Domestic and International Trade-Shows.  

•	Some notable partnerships include: Vans, The North Face, Salomon Running, Electric California, SUUNTO, Nitro Snowboards, Stance, Land Rover, Porsche, Mercedes Benz, Roark Revival, Red Bull, Darn Tough Vermont, Burton Snowboards. 


•	Created a culture of success, enabling business longevity and collective goal achievements for the VSSL brand.
•	Develop comprehensive 1, 3, and 5-yr sales plans, aligning with top-priority product, distribution,
and marketing initiatives to ensure business development and achievement of company's sales
goals.
•	Define optimal sales force structure; hire and develop sales staff.
•	Define and oversee sales structure and programs to optimize brand awareness and growth while
maintaining best brand margins possible.
•	Define sales processes and put in place infrastructure and systems to support the success of the sales teams.
•	Manage key customer relationships from concept to completion of sale or collaboration.
•	Develop and implement cohesive marketing plans to increase brand awareness.
•	Conduct market analysis to identify challenges and opportunities for growth.
•	Build multiple Go-To-Market strategies for unique and pioneering products in multiple sales
channels.
•	Build relationships with media and stakeholders through creative PR strategies.
•	Monitor all marketing campaigns and improve them when necessary.
•	Prioritize marketing projects and allocate resources accordingly.
•	Prepare regular reports and presentations on marketing metrics for the company CEO and shareholders.
•	Organize effective marketing events and tradeshows.
•	Participate in the quarterly and annual planning of the company's objectives.

VP SALES & MARKETING

Tasked with bringing a new and exciting segment of eyewear to the outdoor and sport markets
for an established high-quality, lifestyle and boutique brand, while protecting & maintaining the ELECTRIC brand ethos.
•	Developed and executed Go-To-Market strategies for unique eyewear categories for the outdoor
and sport markets.
•	Responsible for building and presenting comprehensive 1, 3, and 5-yr sales plans and aligning
these with top-priority product, distribution, and marketing initiatives, including production
forecasting.
•	Communicate the ELECTRIC Outdoor and Sport brand message and direction from HQ to Global
Managing Directors and international distributors, to ensure brand cohesion and sales alignment.
•	Communicate with endemic Outdoor/Sport publications to establish ELECTRIC as a competitive
and viable outdoor brand amongst the competition in the premium performance eyewear space.
•	Establish an Outdoor network of Athletes and Ambassadors that represented the core ethos of ELECTRIC.
•	Negotiate and finalize athlete and ambassador alignment contracts
•	Design, establish and execute global tradeshows showcasing a brand-new segment in Outdoor
and Sport for ELECTRIC Visual.

CHANNEL MANAGER

•	Accountable for achieving all sales targets for Zeal Optics for North America in the outdoor and optical channels.
•	Implemented and executed sales plans resulting in an increase of +198% in sunglass sales and
+38% in goggle sales in the fiscal year of 2014.
•	Responsible for building and presenting comprehensive 1, 3, and 5-yr sales plans and aligning
these with top-priority product, distribution, and marketing initiatives.
•	Directly manage 7 Zeal Sales Executives, in addition to 97 North American optical Account
Executives, via 8 Regional Directors in North America.
•	Communicate the brand message and direction from HQ to Global Managing Directors and international distributors, to ensure brand cohesion and sales alignment.
•	Assess the overall product offering and cohesion of the brand and manipulate the cost margin and retail
margin price to compete within our respective categories in the market.
•	Work with national Key Account retailers to develop alluring sales incentive programs and identify
ongoing product needs and opportunities in order to establish long-term, profitable business
relationships.
•	Evaluate Sales Representatives' geographic responsibilities, ensuring the optimum potential per
designated region.
•	Provide quarterly sales incentive programs to the reps to ensure consistent and aggressive, yet
sustainable growth.

DIRECTOR OF SALES - ZEAL OPTICS

Partner and Chief Marketing Officer, Chief Listing Officer and Head Conditioning Coach at Vitality
Functional Fitness Programming - a physical and mental training facility for athletes looking to improve performance in their respective sport.
•	Coached athletes in respect to their fitness performance goals by developing unique training and nutrition programs.
•	Developed a recognizable brand and increased awareness of the brand through multiple
media/marketing avenues including: event marketing, field marketing, engagement marketing,
viral media and website exposure.

CMO, CLO - VITALITY FUNCTIONAL FITNESS PROGRAMMING

Brands Represented: Burton Snowboards, Forum Snowboards, Special Blend, Foursquare, Analog
Clothing, Gravis footwear, Anon Optics, RED protection, and DNA Distribution.
•	Partnered in an independent sales agency representing the Burton Snowboards family of brands.
•	Responsible for meeting all demanding sales goals for entire UT, WY, ID, and MT (intermountain)
territory, execution from sell-in to sell-through.
•	Organized and executed successful on-snow demos, regional/national tradeshows, and direct
management of territory's service/marketing rep.
•	Communicated and strategized with brand headquarters, account buyers, executives, and core
retailers on; brand marketing initiatives, event coordination, regional team/athlete sponsorships,
custom POP construction, and provided brand/product feedback to in-house business owners
•	Management of major key accounts: Backcountry.com, BC Surf and Sport, Vail Resorts.

SALES REPRESENTATIVE

Upon the agency's acquisition of Colorado for The Program Brands (Forum, Foursquare, Special Blend) via Burton Snowboards, I was accountable for achieving all sales goals for CO/TX/AZ/NM,
and Eastern WY territory, resulting in +300% sales growth from '06-'08, while also maintaining
+60% sales growth per season for C1RCA footwear.
•	Communicated with Salt Lake City-based sales agency, brand headquarters, account buyers, and shop employees on all sales reporting, sell-through data, and at-once sales opportunities
•	Attended bi-annual in-house business planning meetings with Sales, Marketing, and Product
Directors to identify future growth opportunities from perspective of current market trends, key
account needs, and core consumer feedback.
•	Managed major accounts such as: The Sports Authority, Ebags.com, ColoradoBoarder.com,
SkateAmerica.com, Vail Resorts (formerly SSV), and BC Surf and Sport.

SALES REPRESENTATIVE/TERRITORY MANAGER

Thomas (TJ) Bottom is a Founder- Brand Strategist at BeeHaus, LLC (Beehausslc.com) in Salt Lake City, UT.

Thomas (TJ) Bottom

Thomas (TJ) Bottom

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