Will Cropper - CBDO, C4 Marketing

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Work Background

Catapult Group Growth AgencyChief Business Development Officer, Co-Founder

Sep. 2022Franklin, MACatapult Group is a national sales agency servicing the golf industry. We represent some of the finest brands in golf using employed Territory Sales Managers.

H2 Golf CompanyConsultant - Advertising, Marketing, E-Commerce, Website

Mar. 2020 - Dec. 2022Temecula, California, United StatesMarketing, Advertising, E-Commerce, and Operations. - Direct-to-consumer email creative, HTML and database management. Facebook, Amazon.com, and Walmart.com management and creative. Blog editor and contributor, website author, content creator.

Percept CorporationSenior Advisor

Sep. 2018Franklin, MASenior Advisor and Member of Percept's Vertical Advisor Board. Providing guidance and advice to Percept, an advanced wearable technology company dedicated to improving the human experience: NextGen wearables based on foundational patented technology. We are passionate about providing mobile technology solutions that enhance human perception and intelligence, all while improving the human experience. We are very excited about our future, and would love to hear from you if you are highly spirited about wearables, VR, AR and are dedicated to improving human perception.

Pukka, Inc.National Sales Director, Team

Nov. 2017 - Oct. 2019Franklin, MAAt Pukka everything we do revolves around being original. We believe everyone that wants to be original should have that opportunity. The way we do this is by allowing them to customize their brand without it costing much money or time. We do this by offering custom headwear that is high quality, delivered quickly, and even available in small quantities if needed. Being with Pukka means you don’t have to look like, or compete with, everyone else. SETTING THE STANDARD Pukka's 100% custom headwear and apparel programs were built out of an understanding that independent shops and small brands deserve access to the same custom manufacturing quality and design capabilities traditionally available to only large brands. Our unique supply chain solution includes a production process where the components of every hat are assembled and fully personalized as one process on one production line. Further distinction includes: 30-day turn times; FREE shipping; FREE artwork set-up; FREE digitizing; unparalleled embroidery quality and graphic capabilities; minimums as-low-as 24 per style/12 per color and fabric combination; and the capacity for quick-turn orders. BE ORIGINAL Pukka understands what it means to Be Original. It’s not only our motto; it’s the core of our company culture. With passion for design, quality and originality – there is no room for anything but perfection. We pride ourselves on our ability to provide the “Small Guys” with flexibility and choice in product development and product assortment as what is typically only available to large retailers.

Charles River ApparelVice President of Sales Operations and Business Development

Apr. 2016 - Nov. 2017Sharon, MACharles River Apparel is a $48 million manufacturer and wholesale distributor of high-end performance, athletic, and retail apparel. I led and directed the inside sales team, the outside sales organization, and the trade show team and was charged with growing the sales revenue, sales profitability, and budgetary objectives of our company. This role required strategic sales planning, coaching, training, motivating, and developing my team in selling, leveraging technology, and improving processes.

FGX InternationalDirector of Sales - Sport

Oct. 2014 - Apr. 2016Smithfield, RIAs the Director of the Sporting Goods division of FGX International I was responsible for growing sunglass sales throughout e-commerce, independent sporting goods retailers, regional chains, and national chains like Dick's, Academy, Bass Pro, and The Sports Authority. We managed the brands Gargoyles, Anarchy, Angel, Extreme Optiks, Ironman, Body Glove, Reebok, Rawlings, Field and Stream, Angler Eyes, and Jimmy Houston. Recruited by an outside agency to join Charles River.

Crocs, IncDirector Sales, Golf

Nov. 2013 - Jul. 2014Franklin, MAManaged Crocs Golf in the Americas. Motivated and managed 30 independent sales representatives, sold to key accounts, and directed marketing of the Crocs' Golf brand. For the first time in Crocs Golf history, achieved sales plan for the first 2 quarters of the year. Under my leadership; restructured the sales organization, instituted a competitive sales rep compensation plan, created new programs designed to entice both sell-in and sell-through, and opened 500+ new accounts. Formulated a new marketing strategy for Crocs Golf, "Crocs = Comfort" and executed the "Crocs Challenge" in an effort to own "Comfort" in the golf industry. New leadership closed the division in 2014.

Streetwear, Inc.Golf Division Manager

Nov. 2011 - Aug. 2013Franklin, MAResponsible for the launch, development, merchandising, and go to market of the apparel brands The LPGA Collection and St Andrews of Scotland, managing the complete apparel lifecycle from development through delivery. Established product mix, created line lists, design directives, workbooks, website, and price structure. Responsible for all channel forecasts and distribution strategies. Worked with design team and product managers to manage the progression of multiple product lines through each season. Executed all sales presentations. Also functioned as key account representative for both brands to Dick's Sporting Goods, JC Penney, and Macy's. Loss of the St. Andrews license forced the closure of the business unit.

TaylorMade-adidas GolfRegional Manager and Sales Representative

Sep. 2000 - Dec. 2011Greater Boston AreaLed 15 apparel and footwear sales representatives as the Eastern Regional Manager. Sold adidas and Ashworth apparel, footwear, sunglasses, and accessories to the New England golf territory. Trained new sales representatives, including 3 future "Sales Reps of the Year". Enhanced sales operations by restructuring sales force’s contact management, sales zone planning, and customer product delivery strategies. Created the adidas Golf "Business Plan", a sales strategy now used by numerous golf apparel and footwear companies.

La Jolla Club Golf CompanyVice President of Sales and Marketing

Dec. 1993 - Oct. 1999San Marcos, CALed Sales and Marketing for the 2nd Fastest Growing Private Company in San Diego (SD Business Journal). Hired to launch company and run business operations. Managed and provided strategic direction to sales and customer service teams worldwide with staff of up to 40+ including Customer Service Department, 30 independent sales representatives, 11 international distributors, and an inside sales team of 6. . Authored business plans and drove channel strategy. Supervised product launches and developed product positioning strategies. Complete P&L responsibilities. Managed all key accounts including Target, Sports Authority, and TaylorMade Golf. Reported to President and CEO. · Expanded sales from the ground up to $10M in 5 years. · Created #1 selling junior set of all time after negotiating licensing deal with United Media (Snoopy) and then negotiated similar deal with Disney. · Developed two products in consecutive years that received nominations for "Sports Product of the Year". · Established marketing plans and launch strategies after creating women’s product leading to recognition from PGA Magazine as "Best Women’s Product Launch in 15 Years".