Experience

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  2XU

  • Australia
  • Sporting Goods Manufacturing
  • 100 - 200 Employee

  • Global Product and Channel Director

    • Jul 2018 - Present

    Playing the central role between Product, Marketing, Sales and Operations teams, I am tasked with leveraging market trends and internal sales channels needs to brief Product teams for the development of winning product ranges. I coordinate and collaborate with different global markets and provide direction for a four person Design team to create go-to-market toolkits, multi-channel Retail/Online marketing campaigns, consumer educational tools and point of sale suites for use in store.* Analysed market trends and internal sales channels feedback, to refine product range, pricing and develop a new go-to-market toolkit that increased sales in apparel and accessories in Winter 18 by +56% on prior season.* Led the design and build of the 2XU exhibition space at ISPO Munich, the world's largest trade fair for sports equipment and fashion, driving $700k of purchases across 2 years.* Negotiated, designed and installed new 2XU Performance Concept Areas across 8 Go Sport retail stores in UAE, increasing sell through by +22%.

  • Global Commercial Manager and EMEA Business Development Manager

    • Mar 2016 - Jun 2018

    Relocating to London, I oversaw a multimillion-dollar budget and focused on developing and executing multi-year strategic global sales and annual operating plans. I managed an EMEA Trade Marketing Executive and supported large cross-functional projects upgrading the quality of distribution in existing markets and building new market entry strategies aligned to the overall business strategy and brand values.* Supported implementation of new Nordics distribution model, a transfer from external distributor to subsidiary, de-risking global sales reliance on region and improving operating contribution by +15%.* Upgraded quality of distributor across Germany + BENELUX and negotiated new contract aligned with multi-year strategic sales and operating plans to increase sales by +264% over 5 years.* Secured new distributor for Icelandic market and successfully launched 2XU in region with purchases of $300k+ in first year.* Headed business case reviews and supported project management rollout of 2XU Performance Centre in Nordics delivering $1m+ of sales in first year.

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  Luxottica

  • Sydney / Melbourne, Australia

  • National Key Account Sales Manager

    • Jan 2012 - Feb 2016
    • Sydney / Melbourne, Australia

    Managing key relationships with the largest national accounts, I developed and executed strategic annual sales plans for Arnette, Oakley (including apparel and accessories) and Ray-Ban across 175+ doorways. I collaborated with Product teams to identify assortment gaps and coordinated innovative retail training and marketing initiatives to enhance brand representation, create demand and drive sell-through.* Implemented sell-through driven assortment models and a new training program – combining face-to-face in-store training, an online multi-choice training platform and sales competition – doubling reach to 1,000+ retail staff and increasing sales by 11% – the highest annual sales result in the history of the business at the time.* Proactively interpreted market trends and sales information in collaboration with Apparel and Accessory team to grow channel by +91% over 4 years.

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  Oakley

  • Sydney / Melbourne, Australia

  • Brand and Product Manager

    • Sep 2008 - Feb 2016
    • Sydney / Melbourne, Australia

    Creating a new regional home for Arnette in the Sydney office, I was accountable for annual sales and operating plans, brand direction and marketing strategy for the South Pacific region. I worked closely with global Product teams in the United States to craft line vision, engaged a Sales team of 15 and managed a Marketing Co-ordinator to create demand, drive sell-through and re-establish the brand position in the market. * Reconnected Arnette with next generation of action sport consumers through a combination of regionally relevant creative, sponsored events and an authentic sport influencer team, driving brand exposure in Australian Surf Business Magazine from outside top 30 to 8th over 7 years.* Updated Arnette trade marketing assets – eyewear towers, branding blocks and risers – to engage customers in the last mile, doubling sell-through in national key accounts over 7 years.* Built a demand planning tool and collaborated with global Product teams in United States to refine regional assortment and pricing hierarchy, reducing regional inventory holdings of Arnette sunglasses by 56%.* Developed successful market entry strategies for Arnette snow/mx goggles and optical frames, including market pricing analysis, sell-in incentives, trade marketing assets, print/online advertising and event/athlete sponsorship, driving $200k+ in net sales in the first year.

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  PMP Limited

  • Australia
  • Printing Services
  • 500 - 600 Employee

  • National Sales and Marketing Analyst

    • Jul 2005 - Aug 2008

    Initially commencing as a consultant in the Project Office tasked with the implementation of a Bain & Company business review, I assisted shape the long-term strategic direction of the PMP Distribution channel. Gathering sales data and analysing trends to identify performance gaps and business improvement opportunities, I provided commercial oversight for a multimillion-dollar budget and drove a series of people, process and technology initiatives through 80+ sales force and 12,000 contractors.* Restructured sales force from standard Account Managers to Business Development Managers, Customer Relationship Managers and Sales Services Representatives, growing revenues at more than 50% above market rates, and reversing a 5+ year market share decline.* Introduced new incentives systems and budgeting/forecasting process – better aligning financial incentives to profitability, gaining significantly more “buy-in” from staff and improving budgeting/forecast accuracy from greater than 10% to within 5%.* Designed and implemented new pricing tool, which delivered $1.25m of net profit improvement.* Project managed introduction of new business model for the letterbox distribution industry enabling PMP Distribution to take market leadership by securing Coles Myer brands worth $40m+.

  • Project Manager

    • Jul 2004 - Jun 2005

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  Line56 Media

  • Greater Los Angeles Area

  • General Manager

    • Jul 2002 - Jun 2004
    • Greater Los Angeles Area

    Reporting to the CEO of Line56 Media, my focus during this tenure was to prepare the business for sale. Based in Los Angeles, I held full strategic and financial accountability and led a team of six direct reports - including Editorial Director, Publishing Directors, CIO, Webmaster and CFO - in a series of transformational projects to maximise profitability.* Developed group product offerings and cross-sell programs, which created new revenue streams and helped grow year-on-year net sales by 36%.* Outsourced non-core operating functions delivering a 25% improvement to Selling, General and Administration expenses.

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  Goldman Sachs

  • Melbourne, Australia

  • Institutional Sales

    • Jan 1997 - Jun 2002
    • Melbourne, Australia