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Work Background
Archer Equus LLCFounder
Jan. 2024NYC, Palm Beach• Launched the John Archer Clothing line in March of 2024. Oversee all elements of design, production, sourcing and marketing. DTC e-commerce website launched in May 2024.
• Launched AE horse buying, training and selling business in January 2024. First equine purchase made early in the year; pony is currently in training and competition for the start of the 24/25 scholastic competition year.
Newtimes Group of CompaniesPresident, Bike Athletic; President, Fourlaps Athletic
Sep. 2022 - Sep. 2023New York City Metropolitan Area• Engaged to drive consumer acquisition, reduce inventory levels, and drive topline sales for BIKE Athletic—first 9 months saw a 15% increase in active consumers, a 20% reduction in inventory levels and a 5% increase in topline sales.
• Increased responsibilities after 3 months to take on the newly acquired Fourlaps Athletic business with a strategic focus on P&L improvement, produce refresh and consumer acquisition. Drove the decision and implementation of shuttering the unprofitable Women’s division, reduced product investment by $1M while significantly adding newness to the Spring 2024 line and implemented a direct mail and programmatic direct mail strategy which led to an immediate 20% growth in sales and a 10% growth in the active consumer file.
Kenneth Cole ProductionsDivisional President of Global Licensing and Ecommerce
May. 2021 - Apr. 2022New York, United States• Hired to transition the business to a fully licensed model and integrate the domestic and international licensing organizations.
• Developed new merchandising strategy and identified site optimization tools for kennethcole.com that drove a 40 bases point increase in conversion and doubled retail revenue in the fourth quarter.
• Secured four new licensing deals in the first 12 months, growing total licensing revenue by 5%.
• Created strategic distribution partnerships in India that doubled that region’s sales revenue and in the Middle East that re-introduced the brand to that market after a five-year absence.
Marquee BrandsBrand President
Jun. 2018 - May. 2021New York City• Recruited to grow the global Ben Sherman business by increasing global distribution partnerships, addressing operational inefficiencies and relaunching the brand in North America.
• Secured five distribution and seven product deals representing over $50MM in incremental retail revenue.
• Implemented a global merchandising strategy that reduced the master sku offering by 35% while increasing total adoption rate by 4.5% thereby maximizing efficiencies.
• Initiated a global replenishment strategy to mitigate the impact on wholesalers of late deliveries.
• Acquired rights to be the official outfitter to Team Great Britain for the Olympics, the first such global partnership for Ben Sherman, which led to $5MM in new distribution opportunities.
• Propelled the growth of bensherman.com with a consumer centic approach to buying, merchandising, marketing and social which delivered annual growth of +20% with a blended margin rate of 67%.
Story Build ConsultingFounder/CEO
Sep. 2015 - Jun. 2018New York City• Contracted to provide consumer-centric business development, branding, and marketing strategies for companies and organizations looking to increase revenue, maximize customer engagement and drive ROI.
• Commissioned to be the Interim US Client Services Director (Blond Ideas Group) to oversee expansion in the North American market and to specifically provide strategic oversight for a global innovation project for Coca-Cola.
• Served as CEO for Stephen F to develop a five-year business and strategic plan (including a valuation of the company for potential investors) and oversee the RFP process for a new e-commerce site.
• Created digital content programs to bring the brand’s “Live Authentically” marketing platform to life and strengthen the tie between the product and the actual sport of polo.
Ralph LaurenVice President, Global Brand Partnerships
Sep. 2010 - Jun. 2015New York, NY• Promoted to drive strategic and executional direction of marquee corporate programs that elevated the Ralph Lauren brand, drove customer engagement, increased sales and grew the global customer database.
• Implemented a comprehensive marketing plan that doubled full price retail selling for Olympic product to $25MM and drove 1.7B media impressions (valued at $50M dollars) globally.
• Launched a digital content hub for ralphlauren.com in the summer of 2012 focused on the stable of sports sponsorships which increased consumer engagement by +18% and acquired 100k+ new followers.
• Delivered cross-divisional merchandising and marketing programs for Macy’s for Holiday that drove $34MM in incremental retail sales across Men’s, Women’s, Kids and Home.
• Created the first national wholesale partnership for the Pink Pony Cancer Awareness Charity with Macy’s that raised $2.1MM in the first year and exceeded goal by 50%.
Ralph LaurenVP Wholesale Marketing, Mens' and Womens' Collections
Dec. 2006 - Sep. 2010• Hired to ensure consistence of brand message in the wholesale channel in support of more than $900MM in annual domestic wholesale sales with a marketing budget of $20M.
• Identified a College Bookstore opportunity grew the business to $4MM in annual retail sales over 72 locations, both independent and licensed.
• Established the Wholesale Ecommerce Marketing and Strategy team to improve partner site merchandising and marketing placements which drove online penetration from 2% to 8% in the first two years.
• Created, in partnership with Design, a proprietary program for Duty Free Stores that resulted in $2M in incremental sales.
Bartle Bogle HegartyGroup Account Director
Jan. 2005 - Dec. 2007• Recruited to lead the North American account for Levi’s and, in addition, to serve as the interim Head of Account Management.
• Drove new product introductions and campaign launches for Levi’s business that drove a net sales growth of +10% or $53M.
• Lead the new business team responsible for winning the $250MM global OMO assignment.
Archer Equus LLC
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