TJ BOTTOM

CAREER SUMMARY

GLOBAL HEAD OF PRODUCT MARKETING & GTM – 100% || DEC 2021 - PRESENT

Business Strategy: Input and participate in short and long-term strategies.

Product Marketing Strategy: Set & communicate annual product marketing strategy, product positioning & key product stories. Strategy must drive brand strength as an extension of the business strategy.

Story Development: Collaborate with the relevant teams to create compelling and relevant storytelling for the target audience. Responsible for the development of briefs – product concept, creative & marketing.

Product Launch Strategy: Responsible for all product launch strategies, measuring, implementation and execution of full 360 plans

GTM: Responsible for process, planning and execution of all product launches, ENSURING that PRODUCT IS deliverED on time and in full, for every release

Product Strategy: Input into line plans and R&D projects to align with brand strategy and consumer targets

Consumer Expert: The Voice of the consumer segmentation and positioning. Ensure that the product and marketing plans are aligned to the target consumer(s)

Market Intelligence: Maintain strong market intelligence, keeping up with data on consumer and social trends, keeping up to date on consumer and product trends

Product Integration: Primary day to day connection with the product team from concept briefs to testing to launch. Integrate with R&D from conception through testing to be better storytellers

Market Analysis: Competitive landscape for existing and new categories including marketing, product, positioning, consumer, cost of entry, distribution landscape, consumer landscape

Annual Key Marketing Stories Calendar: to be developed in collaboration with the product and marketing teams

Collaborations: Seek external collabORATIONs that are relevant to brand and product

Expo and events: Determine key product story strategy

Communication: Primary communicator internally and externally across all functional teams, marketing, sports marketing, R&D, Creative content, product, sales, and regions.

Run point on product launches from concept to consumer.

Training: Develop training content and materials across all channels

GTM: Sell-in and sell-out tools to support the product launches and marketplace

Sports Marketing: Identify athletes that are relevant to brand and product

Visual Merchandising: Work with the design team to create VM tools that elevate our brand and product across all channels

Budgets: Maintain all budgets for each product launch

Recruitment: Interview candidates and make recommendations to build out the Eyewear department

Set, Measure, and communicate all relevant KPI’s to the success of each product launch

Delivers visual and assets under given deadlines and maintaining 100 percent level of quality.

Maintain the ETHOS of 100percent

FOUNDER- BEEHAUS, LLC (BEEHAUSSLC.com) – BRAND CONSULTING || JUNE 2016 - PRESENT 

BASED IN SALT LAKE CITY, UT, BEEHAUS SPECIALIZES IN SERVICING THE OUTDOOR AND ACTION SPORTS INDUSTRIES WITH PROVEN EXPERTISE IN THE FOLLOWING AREAS: BUSINESS DEVELOPMENT, GTM STRATEGY, COPYWRITING, PRODUCT R&D, MERCHANDISING, BRAND ALIGNMENT, PROJECT MANAGEMENT, CONNECTIVITY, COMMUNICATION, SALES AND BRAND STRATEGY:

Category Director – Run Amok, a trail running and Acitvewear segment for Roark Revival

Creative/Communications Specialist — Cannondale Bikes (CSG).

Other notable partnerships include: Vans, The North Face, Salomon Running, Electric California, SUUNTO, Nitro Snowboards, Stance, Land Rover, Porsche, Mercedes Benz, Roark Revival, Red Bull, Darn Tough Vermont, Burton Snowboards, Cannondale bicycles.

VP SALES & MARKETING – VSSL || JUNE 2016 – AUGUST 2019

The guardian, champion and steward of the VSSL brand, what it stands for, where we are and where we are going. Maintain brand authenticity and congruency in all front facing and internal visual, written, and verbal communication.

Responsible for:

Creating a culture of success, enabling business longevity and collective goal achievements.

Develop comprehensive 1, 3, and 5-yr commercialization strategies, aligning with top-priority product, distribution, and marketing initiatives to ensure business development and achievement of company’s sales goals.

Define optimal sales force structure; hire and develop sales staff.

Define and oversee sales structure and programs to optimize brand awareness and growth while maintaining the best brand margins possible.

Lead the creative direction of the VSSL brand.

Build relationships with media and stakeholders through creative PR strategies

Manage key customer relationships from concept to completion of sale or cross-brand collaboration.

Develop,implement and execute a cohesive marketing plan to maximize brand awareness.

Build multiple Go-To-Market strategies for unique and pioneering products in multiple and diverse sales channels.

Monitor all marketing campaigns and improve upon them when necessary.

regularly Prepare reports and presentations on sales and marketing metrics for the company board, CEO and shareholders.

Organize and execute effective marketing events and trade-shows.

organize and participate in quarterly and annual strategic planning of the VSSL Brand objectives.

GLOBAL CHANNEL MANAGER (OUTDOOR/SPORT) – ELECTRIC VISUAL || JUNE 2015 – JULY 2016

brought a new and exciting segment of eyewear to the outdoor and sport markets for an established, high-quality, lifestyle and boutique brand, while protecting & maintaining the ELECTRIC brand ethos.

Developed and executed Go-To-Market strategies for unique eyewear categories for the outdoor and sport markets.

Responsible for building and presenting comprehensive 1, 3, and 5-yr sales plans and aligning these with top-priority product, distribution, and marketing initiatives, including production forecasting.

Communicate the ELECTRIC Outdoor and Sport brand message and direction from HQ to Global Managing Directors and international distributors, to ensure brand cohesion and sales alignment.

Communicate with endemic Outdoor/Sport publications to establish ELECTRIC as a competitive and viable outdoor brand amongst the competition in the premium performance eyewear space.

Establish an Outdoor network of Athletes and Ambassadors that represented the core ethos of ELECTRIC.

Negotiate and finalize athlete and ambassador alignment contracts

Design, establish and execute global tradeshows showcasing a brand-new segment in Outdoor and Sport for ELECTRIC Visual.

DIRECTOR OF SALES - ZEAL OPTICS (MAUI JIM) || NOV 2011-JUNE 2015

Accountable for achieving all sales targets for Zeal Optics for North America in the outdoor and optical channels.

Implemented and executed sales plans resulting in an increase of +198% in sunglass sales and +38% in goggle sales in the fiscal year of 2014.

Responsible for building and presenting comprehensive 1, 3, and 5-yr sales plans and aligning these with top-priority product, distribution, and marketing initiatives.

Directly manage 7 Zeal Sales Executives, in addition to 97 North American optical Account Executives, via 8 Regional Directors in North America.

Communicate the brand message and direction from HQ to Global Managing Directors and international distributors, to ensure brand cohesion and sales alignment.

Assess the overall product offering and cohesion of the brand and manipulate the cost margin and retail margin price to compete within our respective categories in the market.

Work with national Key Account retailers to develop alluring sales incentive programs and identify ongoing product needs and opportunities in order to establish long-term, profitable business relationships.

Evaluate Sales Representatives’ geographic responsibilities, ensuring the optimum potential per designated region.

Provide quarterly sales incentive programs to the reps to ensure consistent and aggressive, yet sustainable growth.

CMO, CLO – VITALITY FUNCTIONAL FITNESS PROGRAMMING || 2010- 2012

Partner and Chief Marketing Officer, Chief Listing Officer and Head Conditioning Coach at Vitality Functional Fitness Programming – a physical and mental training facility for athletes looking to improve performance in their respective sport.

Coached athletes in respect to their fitness performance goals by developing unique training and nutrition programs.

Developed a recognizable brand and increased awareness of the brand through multiple media/marketing avenues including: event marketing, field marketing, engagement marketing, viral media and website exposure.

SALES REPRESENTATIVE – BURTON SNOWBOARDS || DECEMBER 2008 – APRIL 2011

Brands Represented: Burton Snowboards, Forum Snowboards, Special Blend, Foursquare, Analog Clothing, Gravis footwear, Anon Optics, RED protection, and DNA Distribution.

Partnered in an independent sales agency representing the Burton Snowboards family of brands.

Responsible for meeting all demanding sales goals for entire UT, WY, ID, and MT (intermountain) territory, execution from sell-in to sell-through.

Organized and executed successful on-snow demos, regional/national tradeshows, and direct management of territory’s service/marketing rep.

Communicated and strategized with brand headquarters, account buyers, executives, and core retailers on; brand marketing initiatives, event coordination, regional team/athlete sponsorships, custom POP construction, and provided brand/product feedback to in-house business owners

Management of major key accounts: Backcountry.com, BC Surf and Sport, Vail Resorts.

SALES REPRESENTATIVE/TERRITORY MANAGER - COAN ENTERPRISES || 2004-2008

Upon the agency’s acquisition of Colorado for The Program Brands (Forum, Foursquare, Special Blend) via Burton Snowboards, I was accountable for achieving all sales goals for CO/TX/AZ/NM, and Eastern WY territory, resulting in +300% sales growth from ‘06-’08, while also maintaining +60% sales growth per season for C1RCA footwear.

Communicated with Salt Lake City-based sales agency, brand headquarters, account buyers, and shop employees on all sales reporting, sell-through data, and at-once sales opportunities

Attended bi-annual in-house business planning meetings with Sales, Marketing, and Product Directors to identify future growth opportunities from perspective of current market trends, key account needs, and core consumer feedback.

Managed major accounts such as: The Sports Authority, Ebags.com, ColoradoBoarder.com, SkateAmerica.com, Vail Resorts (formerly SSV), and BC Surf and Sport.