Eric Richter: Marketing Director - Mondraker USA in Soquel, California

Manage 39 wholesale distributors across Asia Pacific, Central and South America for Bell, Giro, Blackburn, Raskullz and Krash cycling accessory brands. Responsible for revenue, brand positioning and profitability, market intelligence, financial forecasting and reporting.

Created role to better align Sales, Marketing and Operations for enhanced global go-to-market execution.

Ensure alignment and execution of global go-to-market strategies across in-store, email, web, social and earned media to drive brand and business globally. Inform channel business strategy, ensure alignment with customer needs and develop new sales opportunities through market and consumer research, cultural engagement, trade education, customer relations and cross-functional internal communication. Plan, develop and manage full scope of brand content to support new and existing business, including copywriting and editing, photo shoot direction, production and management, video scripting and direction, social media content, POS collateral, B2B and B2C content and more. - During my time with Giro, the brand grew from leading share in a single product category to top-3 share across multiple product lines in cycling and snow sports categories, enjoyed substantial top-line revenue growth and delivered innovative products consistently.

Responsible for all aspects of brand management including brand strategy, advertising, consumer and trade collateral, merchandising, media relations, social and digital content. - Giro, and this role, expanded significantly during this period, with massive growth in snow sports business and the introduction of several new product categories including eyewear, softgoods accessories, footwear and apparel that were distributed at key retail accounts in the USA as well as through wholesale channels globally.