Jon Raymer: Outdoor Industry Professional in Anacortes, Washington

As the Brand Manager at Suncloud Optics, I was responsible for providing strategic brand direction and operational leadership to achieve our revenue, market share, and brand health objectives. Key Contributions: - Developed and executed the brand strategy to elevate Suncloud's position as a trusted brand in the market - Collaborated cross-functionally with the commercial, product, operations, and demand planning teams to ensure alignment on brand initiatives and the achievement of business goals - Led the creation of impactful brand assets, including advertising campaigns, marketing collateral, and digital content, to drive brand awareness and affinity - Analyzed market trends, consumer insights, and competitive intelligence to inform brand positioning and guide the product development roadmap - Measured and reported on key brand health metrics to track performance and identify opportunities for optimization - Served as the central brand expert, providing counsel and support to various stakeholders to uphold brand integrity across all customer touchpoints Through this multifaceted role, I was instrumental in strengthening Suncloud's brand equity and delivering sustained growth in a competitive industry.

As the Senior Marketing Manager at Smith Optics, I was charged with leading our global marketing department and overseeing the development and execution of all marketing initiatives to drive brand awareness and revenue growth. Key Contributions: - Manage a team of marketing professionals across various disciplines, including brand strategy, product marketing, digital marketing, and content creation - Develop comprehensive marketing plans for the company's product categories, aligning brand, product, and technology campaigns to achieve sales and awareness objectives - Collaborate with cross-functional teams, including product development, sales, and operations, to ensure seamless integration of marketing efforts - Oversee the creation and launch of all marketing assets, including brand campaigns, product launches, digital content, and events - Analyze marketing performance data to identify opportunities for optimization and guide future strategies - Serve as the brand steward, ensuring consistent messaging and visual identity across all customer touchpoints - Manage relationships with external marketing partners, such as agencies and vendors, to leverage their expertise and maximize the impact of campaigns Through this strategic leadership role, I was instrumental in elevating Smith Optics' brand presence globally and delivering strong marketing-driven results.

In my role as the Bike Category and Marketing Manager at Smith Optics, I was responsible for establishing the brand strategy and operational direction for our bike product line, while also leading the marketing efforts to drive awareness and growth. Key Contributions: - Defined the strategic vision and roadmap for the bike category, aligning product design, development, and go-to-market with the broader brand positioning - Collaborated closely with the product creation team to design and develop innovative bike products that meet the needs of our target customers and capture market share - Interfaced with the sales organization to ensure smooth operational processes and timely delivery of new bike products - Developed and executed category-specific marketing campaigns, including digital content, athlete partnerships, and event activations, to showcase the performance and features of our bike products - Managed relationships with influential athletes, partners, and ambassadors to maximize brand exposure and credibility within the cycling community - Analyzed market trends, competitor activities, and customer feedback to inform future bike category strategy and product development Through this multifaceted role, I was instrumental in driving the growth and profitability of the bike category, while also elevating Smith Optics' brand positioning as a premier provider of high-performance cycling equipment.

As the Category Manager for Goggles at Smith Optics, I oversaw the strategic development and market positioning of our snow and off-road goggle lines for both the Smith and Safilo brands. Key Contributions: - Defined the product roadmap and category strategy to ensure our goggle collections meet the evolving needs of our target customers - Collaborated closely with the design, engineering, and product development teams to ideate and bring to market innovative, high-performance goggle solutions - Worked in tandem with the sales, marketing, and operations teams to ensure smooth go-to-market execution, including pricing, promotions, and inventory management - Analyzed market trends, competitor activities, and customer feedback to identify opportunities for product enhancements and category expansion - Developed comprehensive category business plans, including sales forecasts, marketing strategies, and operational plans, to drive growth and profitability - Served as the subject matter expert on goggles, providing strategic counsel to cross-functional stakeholders to align on category priorities and initiatives Through this role, I was instrumental in strengthening Smith Optics' and Safilo's positions as leading providers of innovative and high-quality goggle solutions for snow sports and off-road enthusiasts.

As the Product Line Manager for Goggles at Smith Optics, I worked closely with the Goggle Category Manager, design team, and operations group to develop innovative, on-time, and profitable goggle product lines across the Smith and Safilo brands. Key Responsibilities: - Coordinate product development projects with the operations and manufacturing teams to meet established timelines, production targets, and cost objectives - Collaborate with the design group, Goggle Category Manager, and Helmet Category Manager to establish a cohesive graphic direction and brand identity for the goggle product lines - Support the creation of all product merchandising, packaging, and communication materials to ensure consistent messaging and effective sell-through - Work closely with factory partners and vendors to ensure accurate execution of new and existing goggle products - Analyze market trends, sales data, and customer feedback to identify opportunities for product enhancements and line extensions - Develop comprehensive product line plans, including sales projections, inventory strategies, and go-to-market timelines, to drive category growth and profitability Through this role, I played a pivotal part in delivering high-performing, commercially successful goggle product lines that meet the evolving needs of our customers and contribute to the overall success of the Smith Optics and Safilo brands.

Manage and drive corporate marketing initiatives including tradeshows, events and workbooks. Work with the Marketing Operations Director, Sales Department and Division Marketing Directors to determine non-division marketing initiatives, develop goals and strategies, and manage the programs to achieve those goals. Program Management: Work with outside venders and internal team members to develop timeline and assign duties to execute projects. Manage all aspects of a given non-divisional project including budget, time management and task management of all involved (copy writers, graphic designers, marketing cord. etc.). Manage all corporate merchandising needs (POS, displays, etc.), acting as the primary liaison with the vendors and merchandising firms, and the internal purchasing department.

Develop plans and drive projects for a wide range of initiatives including packaging, merchandising/POP, collateral, advertising, PR/events, and web. Work with Division Marketing Team to establish goals, prepare project briefs, budget & timeline to achieve the optimal approach Project Execution: Coordinate project tasks across a wide range of internal and external team members. Execute own tasks related to project. Monitor timelines and budgets to ensure adherence to plan. Analyze project performance results / metrics and report back to Division Marketing Director Divisional Marketing Planning: Support the Division Marketing Team in the development of division marketing strategies & plans. Assist with analysis to understand market and consumer trends. Assist Division Marketing Director with development of, and reporting on, annual divisional marketing budget.

Acted as the primary liaison between HH marketing and the sales reps. Ensured the sales force took full advantage of HH marketing programs, events, and promotions. Supported the Sales Rep force with line presentations, clinics, creating digital buyers guides, assisted with in store set-ups and merchandising, created and administered sales (sell-through) contests, coordinated VIP dealer events and monitored sell through for key accounts. In addition to the Sales and Marketing Coordinator responsibilities, I continued to execute all the responsibilities of the Tradeshow and Event Coordinator.

Coordinated Helly Hansen’s presence at all major North American tradeshows (SIA, OR, Project, etc.), regional rep shows, seasonal sales launches, and retailer driven consumer shows and events. Ensured all shows and events were on target, on budget and projected an image consistent with the Helly Hansen brand message. Managed all aspects of the tradeshows and events including booth design and build, graphic coordination, securing venues, models, managing staff and logistics (travel, lodging, schedules & shipping). In addition to tradeshow and event execution, I continued to support the Sales Reps with line presentations, POP needs, staff PK clinics, etc. I also continued to support the public relations team with product placement and product ordering.

As the Technical and Merchandising Expert my primary job functions were to execute sales and marketing programs across various retail channels, connect and inspire our targeted consumer, and ultimately drive sell-through. Managed the implementation of retail marketing programs including brand drivers, seasonal graphics, seeding, promotions, product training, sales training and events. Assisted the public relations team with product placement and product ordering. Assisted marketing with tradeshow booth set up and event logistics. Assisted Sales Reps with line presentations and product clinics.