Chris Tennal: Director of Sales and Brand Development in Breckenridge, CO
Chris Tennal

Director of Sales and Brand Development
Breckenridge | United States
Skills
No information
Interests
Unapologetic single-speed rigid mtb'er.
Frequent early-riser for backcountry dawn patrols in the winter and stealth fly-fishing missions in the summer (or sometimes a seasonal vice-versa)
Community involved locally and environmentally aware globally
Work experience

Fjallraven USA
Senior Sales and Brand Development | 02/2024 - Current
Breckenridge Open Space Advisory Commission
Open Space Commissioner | 05/2012 - Current
with preservation, restoration and enhancement of local open space, waterways and trails
• Partnered with town staff and community members to grow awareness of river and stream restoration from historic mining damage
HEST
Director of Sales and Brand Development | 12/2022 - 11/2023

Dometic Corporation
Sales Manager | 12/2020 - 11/2022
Rab and Lowe Alpine USA
President and Country Sales Manager | 12/2012 - 11/2018
Rab & Lowe Alpine 12/12 - 11/18
U.K.-based technical outdoor apparel and U.S. Heritage backpack manufacturer
President and Country Sales Manager, U.S. Subsidiary
• Developed and supported sales strategies, pricing and distribution objectives; led team to 30% annualized brand growth of Rab brand over six years
• Increased revenue for both brands by opening and nurturing distribution with both key e-commerce and independent specialty outdoor accounts
• Transformed sales team; developing a culture of authenticity, collaboration and common goals between external sales and internal support teams
• Partnered with U.K.-based team to implement both B2B and B2C enabled brand sites and virtual sales tools for U.K., U.S. and International markets
• Conceptualized and opened the first Rab brand retail store; focusing on interpreting brand culture and narrative as guideline for developing market
• Teamed with branding agency to reimagine, reset and re-launch brand standards through international brand definition project
• Prompted conceptual brief and worked with U.K. based design team to position and launch North American focused lifestyle apparel range
Mountain Outfitters
CEO / Owner | 11/2006 - 09/2012
• Purchased existing outdoor retailer in 2006. Achieved significant topline growth, maximized profitability and increased margin from 23% to 44%
• Drove exponential annual sales increase in each fiscal year of ownership, and successfully sold profitable business in 2012
• Implemented sales data optimizing POS retail system. Analyzed product trends, developed retention programs and facilitated customer development
• Designed and oversaw development of ecommerce platform, increased e-commerce sales revenue by 155% over four years
• Pioneered vibrant partnerships with emerging international vendors, solidifying a unique and identifying customer experience
• Redesigned and modernized all imaging and branding of company, while retaining the brand authenticity and heritage
• Created a retail environment that embraced both a modern Colorado mountain culture and a traditional European ski touring ancestry
• Early-adopting retail partner of 1% for the planet - donated 1% of gross income to local and national environmental and conservation groups
Summit Huts Association
Executive Advisory Board / VP | 02/2011 - 03/2012
Advisory Board Vice-President
• Board member focused on fundraising, marketing and brand awareness for leading non-profit backcountry lodging association
• Fostered a collective support amongst local and national government in construction efforts of eco-aware backcountry hut system