Kyle Rajaniemi: Snr. Brand and Marketing Manager in Denver, CO

Lead implementation of Yeti’s annual marketing and brand strategy and responsible for managing team of marketing specialists. Reported to Director of Marketing. • Responsible for $3.5M annual marketing budget — Events, Ambassador, D2C and Paid Media, Brand Content Creation internal and external • Lead overhaul and redesign of Yeti Cycles website — external web partnerconsumer use research, backend tech stack to front end UX/UI development and creative design and execution • Established Internal Phase Gate processes driving alignment and efficiency • Facilitated Digital Asset Management (DAM) implementation and social media management tool • Managed all external PR partners, media buys and creative agency • Manage and mentor team of five — two promoted to first manager roles

• Marketing manager — LifeProof, OtterBox uniVERSE Case System and Power Portfolio category • Consumer Insights — research, focus groups, qualitative and quantitive data collection methods leveraged to invoke intrigue, emotion, care and purchase intent for Brand and product • Sponsor and athlete relations — LifeProof athlete manager, World Surf League, RedBull Media House, AVP Beach Volleyball • Lead global package redesign project for $130 million of goods — large amount of pressure was placed on identifying consumer interest needs, desires and intangible brand affinity • Implemented innovative marketing initiatives derived from consumer insight research — uniVERSE Public IP Release, LifeProof Gap Year Giveaway, Series by Design and uniVERSE Case System • uniVERSE Case System — Public release of company IP lead to $5M+ of revenue with large scale transportation leaders, Delta and United Airlines; utility leader Frontline

• Consumer Electronic Show — responsible for global Otter Products brand presentation, OtterBox & LifeProof style vignettes • Managed partner relationships with Denver Broncos • Managed cross functional teams to ensure success at partner and employee engagement events, product launches • Key internal partner with Channel and digital marketing teams to execute end-to-end, consumer-focused brand stories • Managed and allocated brand, product marketing budgets, creative briefs and RFP processes

• 1,200 store visits per year totaling over 4,200 hours of retail training and sales experience — Verizon, AT&T, T-Mobile • Worked with regional sales directors to implement sales training, incentive, SPIFFS and various other promotional programs • Established specific store and regional level sell-through KPI goals

• Managed $4.5M+ accounts across New England generating 90,000 units sold through on an annual basis • Sold-in four new product lines across two separate brands including new product introduction, revenue growth modeling, merchandising and retail marketing strategy. Reported and analyzed monthly sales data and ROI (units, channels, partners) and multiple forecast models

• 1,200 store visits per year totaling over 4,200 hours of retail training and sales experience — Verizon, AT&T, T-Mobile • Worked with regional sales directors to implement sales training, incentive, SPIFFS and various other promotional programs • Established specific store and regional level sell-through KPI goals