Edward Brent James: Disruptive Product Shaper - Driving Brand Growth utilizing Design Thinking in Baltimore, Maryland

• Grow and manage USA-based product team to develop end-to-end product creation • Defining the future of On by focusing on the a connection with the coming-of-age, Gen Z consumer • Own Training category strategy, pitching product roadmap to On founders and ELT • Organize and lead seasonal kickoff hosting 25 attendees comprised of key category stakeholders

• Pitched executive team the category strategy/road map which achieved +50% growth to 10M€ FY20 • Managed +600K€ yearly operating budget by establishing product development plan • Choreographed cross-functional teams using design thinking principals to execute projects such as the Index.01, the world’s first fully recyclable performance running shoe • Analyzed qualitative customer insights and quantitative customer data to drive increased market share and empower direct-to-consumer(DTC) retail • Contributed to digital transformation to improve customer engagement and usability, specifically SEO and UI/UX for direct-to-consumer channels

• Identified brand-right consumer personas and established product market fit to achieve top 5 marketshare in United States • Launched connected footwear[hardware-software] to integrate with MapMyRun application to track runner training and progress • Introduced lifestyle footwear category, "Sportstyle", combining innovation with market trends as an intrapreneur • Generated qualitative A/B testing of product offering with brand athletes and run crews/communities to validate new concepts on a quarterly basis

• Designed first footwear style to sell 1 million pairs in a calendar year by leveraging multi-channel distribution strategy • Piloted product category, Track & Field, by researching market and launching disruptive brand top sellers • Executed color design and assortments to progress women’s product offering managing +100 articles • Curated key executive-level design presentations to elevate alignment throughout footwear category

• Created top 5 selling franchises in both the Outdoor/Hike and Winter footwear categories • Grew running market brand equity through in-depth consumer insights and expanded offering • Re-imagined brand design heritage to expand lifestyle footwear collection

Homegoods Design