BIC Sport Product & Marketing Manager 2010- Present – Strategic branding, marketing & product development, in close coordination with corporate headquarters/manufacturing in Vannes, France.
Branding – Championed the goal of a Simple and Focused brand story. Distilled the brands 30+ year history into a concrete, credible and memorable story: “Founded in 1979 by the Bich family, of BIC pen fame, BIC Sport grew from the family’s passion for watersports and expertise in sustainable manufacturing.”
BIC SUP Product Video Assets 2012 – 2017 – Concept, Scripting, Planning, On-Location Management, Edit review & Final Approval (Production & Filming by Heliconia Press)
Product Development –
2015 Men’s Journal ‘Gear of the Year’ – BIC SUP 12’6 SUP AIR inflatable Paddleboard
2014 Outside Magazine ‘Best Gear of 2014’ selection – 10′ Cross Stand Up Paddleboard – Working in collaboration with the BIC SUP design team to develop this award-winning design
2013 Outside Magazine ‘Gear of the Year’ – 12’6 & 11′ WING Stand Up Paddleboards – Working in collaboration with shaper Patrice Remoiville and the BIC SUP team. 2013 Outside Mag Gear of the Year – WING SUP
BIC Sport “Ergo-Grip” Carry Handle Re-Design – Improved entire SUP offering with a simple, cost-effective ‘rethink’ of the established industry-standard carry handle. The resulting handle made for a better consumer experience and increased the value of the entire product range. Developed concept and product brief, assisted in testing and prototyping, naming and marketing asset development.
American Canoe Association – Level 3 SUP Instructor Trainer & Curriculum development, 2012 ACA Volunteer of the Year
Confluence Watersports: Wave Sport Kayaks – Brand Manager 2003-2007
Implemented a complete overhaul of marketing strategy and product offering, resulting in 200%+ increase in sales over a four year period.
2005 Paddler Magazine ‘Best Whitewater Kayak Team’ Award – Assembled and managed an international team of 30+ athletes, from contract negotiations, scheduling, athlete responsibilities and multimedia content acquisition & usage requirements. Leveraged these key marketing assets as part of a cost-effective marketing campaign involving photo, video and cutting-edge (at the time) social media engagement.
2003 US National Champion Whitewater Kayaker– Paddling the first prototype of the ‘ZG’ (which was the first kayak design I was directly overseeing as brand manager, working with designer Robert Peerson) won the US National Championships of freestyle kayaking at Rock Island, Tennessee.
Creative Director for all Marketing Campaigns & Asset Creation – Spearheaded strategic planning, creative direction and implementation of the entire Wave Sport marketing plan, both short and long-term.
- Creative Director and Copywriter for all catalogs and advertising assets (2003-2007) –
2006 Wavesport Catalog
- Wave Sport 2003 Promo Video/Catalog – Under a tightened budget, re-allocated long-standing print catalog budget into development of a promotional product DVD/Catalog. Utilized this marketing asset in an online promotional campaign to capture consumer feedback and create a consumer email contact list. Consumers were sent a free promotional DVD/Catalog for completing a survey and providing their email for future correspondence. This online survey (over 2,000 responses) resulted in detailed consumer data within the data-poor niche whitewater kayak market. This data was then analyzed to tailor future marketing, sales campaigns and product offerings to this highly specialized consumer.
- ‘Wave Sport Open’ Event 2004-2006– From strategic concept development to full involvement in field execution, created a novel, innovative consumer-focused event. The goal was to create an event that would assist in the strategic goal of re-positioning Wave Sport as the ‘top of mind’ whitewater kayak brand and provide an unmatched brand experience that participants would take back to their local paddling communities. The event took place during Gauley Festival, the largest gathering of whitewater paddlers in the USA. Pulling this off required extensive advance planning in order to execute a one-day turnaround of the finished product. This required an intense full day of on-water registration, filming, safety & other logistics, followed by immediate production to create a finished product for presentation during Gauley Fest the same evening. Since the event was “open” to all paddlers on the river and required zero advanced planning for the participant, the event became the largest whitewater kayak competition in the country during it’s first year. The presentation during Gauley Festival became the highlight of this iconic outdoor festival, followed by a video presentation packaged with the DVD/Catalog.