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Work Background
Cobalt SportPresident / Owner
Sep. 2022 - Nov. 2024Vista, California, United StatesAcquired the assets of Cobalt Brands Inc and operated the business through liquidation and exit. Managed the re-work and conversion of 10K units into retail ready packaging. Opened and serviced retail accounts prior to bulk liquidation of remaining inventory.
SercalGeneral Manager
Sep. 2022 - Sep. 2023Carlsbad, California, United StatesEngaged by a private investment group to lead the operation of an importer and distributor of textiles and consumer products from Mexico and Latin America. Brought on during the acquisition process, and embedded with legacy owners prior to closing. Managed all day-to-day operation of the company, which received bi-weekly 53' inbound deliveries, and processed 100+ outbound shipments weekly. Serviced over 1000 retail brand/customers, and ensured a seamless transition to an updated operating model. Successfully managed the business through a physical warehouse move, and lead the implementation of new financial, e-commerce, logistics and inventory systems.
Cobalt SportPresident
May. 2019 - Sep. 2022San Marcos, California, United StatesHired by an Asian manufacturing conglomerate to build, launch, and manage all operations for a direct-to-consumer snorkeling and water sports brand. Responsible for every aspect of the operation – from initial strategy, through brand and product development, to the marketplace launch and day-to-day management. Managed the business through Covid, the peak of which coincided with Cobalt’s first product delivery in Spring 2020. Successfully navigated the business through massive Covid related uncertainty – including Amazon FBA limitations, global shipping inflation, reduced consumer demand and the subsequent glut of inventory across the category - and established a defensible marketplace position for the brand and the products. Personally acquired the company assets in December 2022.
Senna GroupPrincipal Consultant
Apr. 2019Carlsbad, California, United StatesSenna Group was established in 2009, and has operated intermittently as a vehicle for investment, advisory, consulting and contract work in the consumer products space. Currently engaged by an automotive startup to conduct market research, develop business plan/strategy, and define the initial product strategy and whole product solution.
Aqua LungDirector of Revenue, US Sporting Goods
Feb. 2017 - May. 2019Vista, California, United StatesResponsible for the overall sales management and strategy for the US Divers, Aqua Sphere and Michael Phelps product lines. Included club, mart, omni-channel, Amazon (vendor and seller) and direct to consumer verticals. Brought in during the first wave post acquisition hiring to restructure and optimize the $40M US Sporting Goods commercial operation. Inherited a team of 16, and successfully reorganized the group around key omni-channel and e-commerce verticals. Developed and exectured a new digital strategy - DTC, Amazon, and direct fulfillment. Lead shift from vendor to seller centeral (Amazon), opened new marketplace channels, and restructured all 3P relationships.
Dehen 1920President
Jun. 2010 - May. 2013Portland, Oregon, United StatesEstablished and built the Dehen 1920 apparel brand and managed all business activities for the enterprise. Led all efforts to build, grow and operate the business - from initial strategic planning, through implementation and execution, to the ultimate sale of the company. Had full responsibility for every aspect of the operation, including financing, sales/marketing, business development, budgeting, merchandising, sourcing, product development and resource planning. Led the company from zero to $1M in sales in eighteen months, with a 16% operating margin during the first full year in business. Developed and executed on product collaborations with J.Crew, Nike, Billionaire Boys Club and other brands in the US and Japan, and generated press coverage and brand equity in Japan, the US and Europe.
Senna GroupPrincipal
Jul. 2009 - Jan. 2017San Diego, California, United StatesFormed in 2009, Senna Group was originally established as a micro-fund for investment and acceleration of small businesses in the consumer products space. During its operation, Senna invested in and operated businesses; built, bought, and sold brand assets; and consulted for a variety of companies across a wide range of industries.
NikeCategory Business Director, Equipment
Jun. 2005 - Jun. 2009Beaverton, Oregon, United StatesDirected seven product categories – including Running, Training, Hydration, Fitness and Yoga – with combined revenue of over $115M. Developed and implemented strategic business plans for all categories, and led the consolidation of three regional Sports Accessories product teams into one global product engine. Lead the licensing of the entire product portfolio to an outside company and assisted in the transition.
NikeSenior Global Product Manager
Nov. 2000 - Jun. 2005Beaverton, Oregon, United StatesManaged the Sport Technology Product range, which included sport monitoring (heart rate, speed/distance, altimetry) and performance timing (watches). Grew net revenue by 35% CAGR and increased profit margin by 15% while lowering overall SKU count. Lead all product definition, line planning and product management for the category.
IntelSr. Product Marketing Manager
Mar. 1999 - Nov. 2000Hillsboro, Oregon, United StatesManaged a portfolio of Intel branded consumer products for an internal start-up organization. Responsibilities included product and market definition, business planning, strategic analysis, and channel marketing.
TektronixProduct Marketing Manager
Mar. 1997 - Mar. 1999Beaverton, Oregon, United StatesManaged all marketing responsibilities for a $75M family of digital oscilloscopes. Responsibilities included product definition, market definition, marketing programs, product pricing and sales forecasting.
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