Executive Master of Business Administrative

Bike

Fishing

Lifestyle

Moto & Powersports

Outdoor

Streetwear

Surf

Yoga

Health & Fitness

Chief Operating Officer (COO)

Military & law enforcement

EXECUTIVE SUMMARY: Strategic thinker who builds high-impact corporate vision through stakeholder and employee listening sessions and close monitoring of economic and market trends, as well as competitor analysis that overcome market friction. People activator focused on identifying and retaining exceptional talent that form cohesive, high-performance teams who are aligned with strategic vision. Financial acumen in operating within highly-ambiguous and rapidly-scaling environments; focuses approach on calculated, data-driven risks while remaining flexible and open to new opportunities that demonstrate high ROI. Metrics-driven performance manager who translates goals into actionable strategies directly linked to company profitability; constantly monitors dashboards for insights into opportunities and potential challenges to respond accordingly.


Leadership   Long Term / Short Term Strategic Plans   Budgeting   Risk Mitigation   Profitability   High-Performance Teams   Quality   Financial Performance and Health   Process Improvements   Talent Development   Best-In-Class Operations   Advocacy   Expense Controls   Initiatives   Community Involvement   Company Vision   Key Relationships / Alliances   Marketing   Franchise / Franchisee Development   Retail / e-Commerce Leadership   Growth Initiatives   Market Positioning

ADDITIONAL BACKGROUND:
Rose through ranks to step into progressively senior leadership roles at West Marine, Inc. (Watsonville, CA).

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.

Executive Vice President Sales (Stores, eCommerce, B2B)

Vice President

Vice President, eCommerce

Find out detailed information about Bruce Edwards, Chief Operating Officer (COO) in Bend, OR

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

Bruce Edwards

Oregon State University

University of California