Bike

Lifestyle

Outdoor

Snow

Surf

Cycling

Surfing

Spending time with family

Stand up paddle

Bicycle Industry Leader / Brand and Team Builder / Executive Leader

With over 28 years in the trenches of sales and marketing, I've honed my expertise in Sales Operations and Business-to-Business (B2B) strategies, particularly within the cycling industry. At PARLEE Cycles, my mission is to expand our Dealer Base, aligning my efforts with the company's dedication to excellence and innovation. I bring a diverse perspective to the team, fueled by my extensive experience, and I am committed to driving our market presence in key regions like the Western US and Canada.

Before joining PARLEE Cycles, I spearheaded operations as Country Manager at ORBEA, where in 1.5 years, I played a pivotal role in establishing strong sales frameworks and implementing effective marketing strategies. This role, coupled with my long-standing position as an Agency Founder, has equipped me with a deep understanding of the cycling market's dynamics and the ability to forge lasting relationships with industry stakeholders, ensuring sustained growth and market penetration.

Joined the Parlee Management Team to help develop our Dealer Base in the WESTERN US and CANADA, as well as few other key markets Southeastern Markets.

Western USA, Western Canada and Australia Sales Manager

I have worked as Agent and Consultant for many brands over the years, spanning Bicycle, Outdoor, Snow Sports, Surf/Paddle, Sunglass and RX business.
Some of the Brands managed over the years in Southern California, AZ, Las Vegas, New Mexico and HI
Oakley, Orbea, Mavic, Sidi, Colnago, Dakine, Smith, Omata, Yuba, Electric Visual, Naish SUP, Freestyle, Sun Bum.  Work with Safilo for RX business in San Diego/IE market managing Smith, Carrera and other Ophthalmic lines as well.

USA Brand Management for Minus 8 Watches, Shore Projects Watches, Solar Time Watch Portfolio (Avi-8, Dufa, etc)

Agency Founder

• Led USA Sales and Marketing Teams at ORBEA, managing inside and outside sales, key account management, and relationships with Global headquarters in Spain.
• Developed strategic plans to drive revenue growth and market expansion, resulting in increased market share and profitability.
• Implemented innovative sales strategies and initiatives to strengthen partnerships with industry leaders and enhance brand visibility.

Country Manager/General Manager

www.audaxca.com Owner/CEO of USA Distribution

US Sales/Importer

Territory Manager Southern California, Arizona, Las Vegas NV, Saint Georg UT, HI (Independent Agent)

www.omata.com Commercial Director/Partner 

Head of Global Sales and Operations

Managed the Southwest for 7 years.  Last 4 of it I was contracted as Regional Sales Manager for Southwestern Market as well.  Over saw a team of 5 outside Sales Reps and developed the Smith RX business with dedicated rep in the field.

Smith Optics Outside Sales Rep/ Southwest Regional Manager

Outside Sales Rep for Bicycle Eyewear and Apparel Business in Southern California Market, transitioned into Regional Sales Manager for Apparel and Footwear division in early 2005 Managed 1/2 of North American Sales Team.

Bicycle Outside Sales REP/Regional Sales Manger AFA

Road Bike Product Manager

National Sales Manager Bicycle Apparel Division

National Sales Manager

Outside Sales Rep

Owner of Outdoor Specialty Retail Store, Bike, Snowboard, Skate and Outdoor including Climbing, Hiking and Mountaineering.

Owner

Find out detailed information about Cary Tatro, Bicycle Industry Leader / Brand and Team Builder / Executive Leader in Rio Rancho, New Mexico

Cary Tatro: Bicycle Industry Leader / Brand and Team Builder / Executive Leader in Rio Rancho, New Mexico

Cary Tatro

PARLEE Cycles

Sea Salt Projects

ORBEA

ALBA Optics

ORBEA

OMATA

Smith Optics

Oakley

Specialized Bicycle Components

Fox Head, Inc.

Oakley

Trail Bound Sports