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Sr. Vice President/Chief Marketing Officer

Executive

As a high energy/high impact business leader focused on driving brand and corporate strategy for iconic brands in the outdoor industry; I've used my talents to engage, create and deliver customer focused results. The breadth of my talents ranges from front end business functions delivering topline results, to implementing operational efficiencies that impact the bottom line.  I'm an active outdoor enthusiast who loves building and connecting great brands and products to the outdoor community.

As part of the executive management team, drove Cascade Designs from a -7.4% to 5.6% operating profit in a 24 month period

Championed the repositioning and revitalization of the Therm-a-Rest brand leading to YOY topline key account growth of > 15%

Developed Cascade Designs' multi-brand strategic vision and direction encompassing sales, marketing, product development and service

Created an omni-channel sales strategy to diversify and address a rapidly evolving retail market

Implemented Lean Enterprise into front office functions to improve accountability, performance measurement, and cross department collaboration

Initiated Cascades Designs sustainability architecture using the Higgs Index as the cornerstone

Improved product margins 300 basis points through product repositioning, sourcing and SKU rationalization

Lead the digital transformation with the launch of a new eComm platform and strategy focusing on customer engagement and AI integration

Lead Cascade Designs to achieve it's highest topline sales in company history

Integrated Lean Enterprise throughout the operations side of the organization leading to improved inventory controls, reduced manufacturing space and improved service

Developed a comprehensive manufacturing and sourcing strategy

Streamlined our IT systems to reduce complexity and improve information flow

Reduced inventory 30% YOY

Reduced manufacturing space by 40% allowing CDI to consolidate manufacturing operations to 2 facilities, which will lead to > $1 million in savings

Led the organization restructuring effort to more effectively utilize talent and maximize resources

Integrated new processes and systems to improve business operations, resulting in 60% increase in on-time service

Opened a third party distribution center in Canada improving service, while reducing costs

Developed a corporate vision and strategy to align management with the board's vision

Reported key performance metrics and sales performance to the Cascade Board of Directors on a monthly basis

Implemented a new CRM system to reduce friction, improve service reporting and enhance the customer's experience

Chief Operations Officer

Under my leadership topline sales in N. America and Pac Rim grew 35%

European topline sales grew 53% through tailoring the product offering to meet the European customers' expectations

Improved product margins 200 basis points through new product introductions, SKU rationalization and product positioning

Introduced a stage gate product development process leading to improved product launch cadence and execution

Established market leadership in every product category MSR competes as measured by Backpacker Magazine's brand awareness study and NPD retail tracking data

Introduced over 12 award winning products in a 4 year period

Expanded MSR into the global health market aligning more directly with our customer's expectations

Launched lead technologies in water, combustion, shelter and snowshoes

Transformed MSR from a traditional marketing platform to an integrated ecosystem connecting with our customers at multiple touch points along their journey

Developed the MSR visual brand language playbook and style guide, providing the brand a compass for future development and communication

Executive Vice President, MSR

Utilizing market research to uncover customer insights and identifying new market opportunities, MSR became the #1 snowshoe brand in North America

Director, Winter Products

Crystalizing MSR's value proposition led to new product and communication solutions, allowing MSR to become the largest hard-goods brand in the outdoor industry

Global Brand Manager, MSR

Find out detailed information about chris parkhurst, Sr. Vice President/Chief Marketing Officer in Seattle, WA

chris parkhurst: Sr. Vice President/Chief Marketing Officer in Seattle, WA

chris parkhurst