Zak Baker

Responsible for the store day to day operations, including merchandising, staff, customer experience, layout and appearance. Identifying areas of opportunity for sales growth and/or margin enhancement. • Collaborating with corporate leadership, marketing and other store leaders to align in store promotions with online sales and initiatives to the greatest degree possible. • Managing staffing levels to ensure an excellent customer experience while keeping cost targets in line with company goals. Manage retail operations, including but not limited to; payroll, operational infrastructure including security, safety procedures and training, and cash and banking procedures.

• Identify wilderness medicine research needs, execute research into curriculum studies and projects, and analyze research to identify market opportunities. Monitor market trends and competitive activity. • Define and manage the brand communication strategy using a variety of media outlets. Manage the development and messaging of the brand narrative, internal and external. • Create, execute, and manage marketing programs and campaigns. Develop and execute sales plans for business-to-business customer development.

Lead GTM planning & execution for wholesale, DTC, and distributor channels. Creating sales plan, budgets to quantify and optimize inventory to sales goals based on analytics, trends, and customer feedback. • Built and managed efficiency-enhancing wholesale onboarding & purchasing process, identifying customer unique needs and goals, demand planning, value, turn and re-order points for more accurate forecasting. • Grew wholesale customer base on average 30% month over month through the utilization of trade shows, targeted product placement, promotions, OEM, inside sales staff, independent rep groups, and internet taste makers. Providing leadership, education, and motivation to dealer network.

- Managed inventory, sales/branding and merchandising for manufacturer specializing in outdoor recreation products (packs & bags, water filtration products and custom cutlery). BeckTek.com - Develop, source and managed backpack brand; pack design and manufacture, branding and content, marketing/sales (B2C, B2B & B2X). 3VGear.com - Managed relationships with network of 400+ dealers, distributors, key house accounts and sales reps. Target product assortments and pricing, seasonal promotions and sales support. - Directed promotions, OEM, pricing, website/product language, content & collateral. Marketing/sales positioning and stratagem; creation and implementation. TekMats.com.

- Managed inventory, sales and merchandising for multi-store (5) retail chain, specializing in Specialty gear; i.e. snow sports, backcountry travel, cycling & climbing. Including rental/demo and tune shops. - Communicate and organize sales strategy, employee training and manage/hire/train mid-level supervisors. Co-ordinate community outreach, media and co-sponsored events. - Maintain sales volume, product mix, and selling price staying current with supply and demand, changing trends, economic indicators, and competitors.

- Led day-to-day operations in 3 resort owned specialty shops. Ski, board, logo. - Monitored sales generation and growth, industry trends, merchandising, inventory control and loss prevention. Worked closely with CFO: managing budgets, purchasing, labor and operational. - Performed all purchasing of hard/soft goods and accessories. Leveraging quantity discounts, and early buy programs to maximize margin, and product turn. Recruit, hire, train, coach, quality core staff.