BACKGROUND

RETAIL & EVENTS EXECUTIVE LEADER
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SAN CLEMENTE, CALIFORNIA

39A GLOBAL MARKETING

2016 - PRESENT

Elevate brands 360 degree consumer facing presence to drive revenue. Guide brands, marketing, product, retail, talent and event marketing initiatives through collaboration, financial modeling and clear and understandable expectations. Provide focused strategies utilizing brand pillars to create consumer connections and revenue. Identify operational needs, create efficiencies to solve and align the company to implement planning and sourcing accordingly.

VP OF MARKETING & RETAIL
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COSTA MESA, CALIFORNIA

HURLEY / NIKE

2008 - 2016

Developed, managed and executed global retail and events strategy with a staff of 23. Oversaw consumer facing aspects of brand, built partner relationships to drive new business and implemented globally.

• Led Hurley and Nike SB retail collaboration Shop in Shops and Stand Alone Retail venture, resulting in 5 Pac Sun SIS locations, increasing revenue 290%, as well as 7 South American SAR locations in Mexico, Costa Rica and Barra/Rio, creating new licensing model for 2 brands globally.
• Developed and implemented 14 Macy’s and 17 Dick’s Sporting Goods Stand Alone Pads in US at premium locations, resulting in increases of 90% for Macy’s and over 1000% for DSG, as well as new opportunities to install similar concepts with Dillard’s and Tilly’s. Created and led overall execution on Core “Icon Door” program, elevating 50 Core doors in 1-year, with retail buildouts, terms and conditions as well merchandisers and increased POP, resulting in an increase in Core business of 33%.
• Launched Hurley / Nike Dri-Fit Clothing, Hurley / Nike Free Sandals, Hurley Phantom Wetsuits.
• Awarded 6 x Boardshort of the Year by SIMA for Phantom Boardshort.

GM OF
HURLEY AUSTRALIA
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Replaced outgoing General Manager with 2-weeks notice and began 12-months of spending 2-weeks in Australia as General Manager and 2-weeks in the US as VP of Marketing and Retail each month. Senior Executive in Country leading brand and team of 33, with overall focus on revenue, profit, operational efficiencies and business growth objectives. 

• Re-organized Marketing and Sales, re-located brand in to 1 building and established senior leadership team by function, within first 3 months.
• Achieved highest revenue since inception of Hurley Australia in 2004, lowered inventory by 32%, while shifting Production Calendars to coincide with global buys and decreasing cost.
• Launched E-commerce platform in country, exceeding revenue goals by 21%.
• Coordinated release of licensee for South Africa and assumed financial responsibility in Australia; assisted in acquisition of new licensee.

DIRECTOR OF
MARKETING & OPERATIONS
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Managed Demand Creation budget, 15% of total brand revenue. Researched and corrected SIFOT and DIFOT Operations. Created focused marketing effort to Own Orange County CA, simplifying and expanding globally.

• Initiated and contractually completed acquisition of Title Sponsor for The US Open of Surfing for Hurley,
• Nike and Converse, resulting in 3x growth in attendance to 1M, largest attended Action, Music and Lifestyle event, worldwide; led 3 brands in all planning and execution.
• Created, planned and executed The Australian Open of Surfing based off USO platform, bringing the only major Action, Music and Lifestyle event to New South Wales.
• Acquired Title Sponsorship, planned and executed The Hurley Pro. North America’s only WSL
• Professional Surfing Event; voted #1 event on tour by athletes and writers.
• Discovered Ship in Full on Time / SIFOT and Deliver in Full on Time / DIFOT operational inefficiencies within brand, resulting in 13% decrease on incomplete PO’s to top 10 accounts.
• Awarded Nike Maxim Award for The US Open of Surfing.

DIRECTOR OF ENTERTAINMENT
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COSTA MESA, CALIFORNIA

SCIENCE RECORDS

2008 - 2009

Lead executive in creation and execution of brand and label collaboration. Identified and expanded business, lifestyle and media opportunities between artists and Hurley.

• Drove and executed Hurley Sponsorship activation on Vans Warped Tour, launching Hurley’s focus on Water which became Hurley H2O Charity.
• Created 1st of it’s kind Music Festival 2 stage Live Stream and Chat from Vans Warped Tours Hurley and Hurley.com stages; hosted on Hurley.com.
• Managed planning and expansion of Hurley Music Studios, allowing bands to record for free with Hurley sharing music and content created, an original marketing program replicated by many brands.
• Managed artist relations, guided touring, production and press opportunities, enhancing partnership and investment.

FOUNDER, BAND, TOUR & PRODUCTION
MANAGEMENT
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NEW YORK, NEW YORK

SIQ CO. MGMT

2000 - 2008
 

Managed musical artist, tour managed bands and production tours worldwide. Worked with artist on creating and running their own business and controlling personal careers through recording contracts, merchandise, publicity and touring. Produced production and broadcast tours to build brand awareness to a focused audience.

• MTV Campus Invasion Tour / Viacom Lead Tour, Production Manager and Accountant. Assembled production and crew, advanced and executed daily sponsor village on campus and concerts at night, ensuring sponsors enhanced connectivity with college students, increasing awareness and unique original content for MTV’s MTVu college channel.
• VH1 You Oughta Know / Viacom Tour Production Tour Manager, introducing new VH1 artist to national audience. Managed production, hired crew, advanced and executed nightly concerts in 3000 seat venues, launching new marketing, live music and broadcast platform for VH1.
• Vans Warped Tour Tour and production management for 100+ bands daily over 9-weeks across US and Canada. Created rotating stage times for 6 stages daily. Planned all production and sponsor travel routing and hotels. Managed and coordinated with Canadian officials all production, sponsor and touring personnel with Immigration and tour production equipment with Customs for over 150 vehicles and 1300 people.
• Negotiated 3 record WB recording contract for Less Than Jake, resulting in 1 st 2 singles landing in top 40, 6-weeks on TRL, a UK Top of Pops appearance, 9 US tours and 5 international tours.
• Tours and festivals; Green Day, Bon Jovi, Joey Ramone, Reading, Leeds, Glastonbury, Project Revolution, Honda Civic Tour, Radio Disney Tour, 27 artists and 48 tours.