Bruce Edwards: Chief Operating Officer (COO) in Bend, OR

Bruce Edwards

Chief Operating Officer (COO)
Bend | United States
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Industries
Bike
Fishing
Lifestyle
Moto & Powersports
Outdoor
Streetwear
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Summary
Activity
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Work experience
Image CrossFit Inc

CrossFit Inc

Chief Operating Officer (COO) | 09/2013 - Current

Executive Snapshot: Recruited by Founder/CEO into role managing daily operations and strategic planning for global franchise generating $200 million in annual revenues with 15,000+ affiliate gyms worldwide. Manage growth strategies, legal, sales, marketing, finance, legal, talent management / acquisition, compliance, global governance, e-Commerce, sponsorships, licensing, and branding. Set up sub corporations in U.K., Netherlands, Spain, Germany, France, Brazil, China, United Kingdom, Australia, and Canada. * Engineered complete company turnaround from near-insolvency to +20% EBITDA within 2.5 years; regained profitability within 1 year by adding financial discipline, strategically restructuring business, and adding fiscal controls. * Reversed financial bleed to deliver $24 million in incremental profit; accelerated revenue development through international franchise growth (via recalibration of sales / marketing) while cutting operational expenses. * Improved company financial accuracy 100% after hiring first-ever finance team including CFO; added international enterprise financial accounting system to produce pinpoint, real-time financial reports for informed decision making. * Established first-ever formalized HR, payroll, and benefit infrastructure to better attract, maintain, and develop talent which enabled company to be able to scale; rolled-out HRIS to provide better insights on performance metrics / KPIs. * Achieved 3x growth overseas by creating first-ever global strategic marketing plan focused on millennial engagement through authentic content that included localized messaging using culture and language. * Surged social media engagement levels to achieve 15+ million followers on Facebook, Instagram, and Twitter after launching new digital marketing team aimed at building brand engagement. * Added technology backbone to enable company to rapidly scale globally through support which included new internal and extern web platforms, mobile apps, and customer funnels in 7 different languages as part of international strategy. * Stimulated growth to skyrocket franchisees from 600 to 15,000 in 5 years; provided social media and digital marketing tools that helped build brand engagement and generate market demand.
Image West Marine Inc

West Marine Inc

Executive Vice President Sales (Stores, eCommerce, B2B) | 09/2009 - 09/2013

Image Store Development and Real Estate

Store Development and Real Estate

Vice President | 01/2006 - 12/2007

Image Digital Marketing

Digital Marketing

Vice President, eCommerce | 11/2003 - 12/2005

Education history
Image Oregon State University

Oregon State University

Executive Master of Business Administrative

Image University of California

University of California

Bachelor of Arts

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1501 Lincoln Blvd.#1014 Venice, CA. 90291