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Global Product Leader at GoPro | Thule | Under Armor | adidas

Top Management

Senior global Product Management and Product Marketing leader who has developed and launched hundreds of products and numerous new product categories for some of the world’s leading brands including GoPro, Thule, adidas and Under Armour.

References available upon request.

Global Product Management & Marketing 
• Led and mentored a team of Product Managers, launching hundreds of successful products and new categories over 10+ years, focused on building long-term customer loyalty
• Drove the launch of GoPro’s Lifestyle Category, including technical backpacks, luggage, apparel, and gear
• Developed a Product Lifecycle strategy to enhance SKU productivity and profitability
• Implemented Category Management to guide a 3-year roadmap, optimizing performance using analytics, consumer insights, and sales data
• Identified strategic opportunities, built business cases, and secured CEO/CFO approval
• Created clear, user-focused PRDs to align Engineering and Development efforts
• Produced Marketing Requirements Docs to define consumer segments, product positioning, and competitive landscape
• Collaborated on GTM strategy, including packaging, retail assets, and multimedia content
• Evangelized and presented at global sales meetings, retailer events, and company-wide forums

Director of Product Management and Product Marketing - Mounts, Accessories and Lifestyle

• Translated Thule Brand DNA and ethos into Packs, Travel and award-winning Photo products
• Drove the development and launch of the award-winning Perspektiv photo bag collection from product brief to launch in 7 months
• Launched REI's top-selling Thule Paramount Pack Line and award winning Perspektiv and Covert Collections
• Built exclusive SMU backpack program for Apple stores

Notable Awards:
2013 iF Product Design Award - Lifestyle/Leisure- Perspektiv Daypack. 
2014 Red Dot Product Design Award - Covert DSLR Backpack
2014 TIPA (Technical Image Press Assoc.) Best Camera Bag - Perspektiv Series
2014 Popular Photography POP Award - Covert Backpack

Global Category Manager - Backpacks, Luggage and Photo

• Managed Under Armour's relaunch and expansion of their Backpacks and Bags line to become 2nd in market share in the sporting goods market
• Inspired our team to design globally - resulting in significant ROW growth including 26% top line revenue growth and +6% categorical gross margin
increase in 1 year
• Worked closely with our sourcing and development teams onsite at factories in China and Vietnam
• Expanded my expertise of the Japanese sporting goods market through 1.5 month Manager Exchange residency program in Tokyo

Global Category Manager - Backpacks and Bags

• Product champion for multiple adidas product categories
• Leveraged extensive focus groups, market research and trend analysis to
create and implement product strategies and business plans for adidas
Backpack, Headwear and Water-sports categories
• Developed market-leading Back-to-School program for adidas backpacks
• Worked closely with retail partners to create top-selling Headwear SKUs

Marketing Manager - Bags and Headwear

• Converted passion and expertise into innovative snowboard accessories
• Sourced, managed and developed technical snowboard accessory product line including backpacks, luggage, gloves, base layers, socks, and headwear as well as a complete range of innovative hand-tools and equipment
• Spent ~3 months a year sourcing and developing goods across China, Korea, Hong Kong and Taiwan

Product Line Manager

• Wore many hats and learned overseas production at the pioneering Snowboard Outerwear Company
• Duties included customer service, inside sales and collections, marketing, QA, warranty and production planning
• Helped manage overseas development and production in Korea and China
• Gained a passion for textile selection that carries on until today
• Operated the bartack station in our Denver factory in the off-season

Sales / Marketing / Production

Find out detailed information about Edward Russell, Global Product Leader at GoPro | Thule | Under Armor | adidas in San Francisco Bay Area, California

Edward Russell: Global Product Leader at GoPro | Thule | Under Armor | adidas in San Francisco Bay Area, California

Edward Russell

University of Colorado Boulder