Lance Hakker: Digital and Snowboard Marketing Manager in Anaheim, CA

In addition to my existing responsibilities; own the GTM calendar, brief all newsletters and SMS marketing, Manage workflow for email marketing coordinator and graphic designer, and work with VP of Ecom to ensure we are on brand and beating our ecom sales forecast. ● Since taking over digital marketing I've used my knowledge of the product line to increase our newsletter and SMS frequency using more targeted groups, while also building out a whole new journey strategy. ● I have taken the lead on our Black Friday/Cyber Monday plans and we're now more prepared and earlier than we've ever been. ● Historically our revenue numbers have been strong, but our profits have been extremely low due to selling large travel products which are expensive to ship due to weight and dimensions. In my short tenure we've cut down on promoting sales and put more focus on smaller more profitable products. Our profits are up already and we're consistently hitting or beating our forecasts.

Lead the development of snowboard and lifestyle GTM stories, produce content for snowboard marketing, manage pro athletes and media partnerships as well as work with product development to create sport appropriate products. As well as my prior social commerce role. ● Since taking over the snowboard category, I've elevated how all teams work together by creating more open communication channels and ensuring an alignment of goals. This includes licensees, European partners, team riders, and our internal Marquee team. This makes licensing not only more effective, but more enjoyable. ● While dealing with 60% budget cuts across the board, I've stayed on course and found ways to work with the best content creators, expand lifestyle marketing, and ensure that our products are being used by the leaders in our industry. ● I've lead the team to be more wholesale-minded in how we look at asset creation, while also helping us build out more brand conscious content for our ecommerce GTM calendar.

Own how GTM comes to life as Dakine becomes a social first brand. Lead how Dakine shows up on social from a brand marketing POV with focus on elevating brand while growing e-comm. ● Develop strategy and tactics for the brand that both grows brand interest and ecommerce sales. Partner with digital marketing team and brand/sport marketing team to create new and fun product and rider-driven content and ensure Dakine licensees and sales force have all assets and copy to share with retail. ● Manage PR agency to not only produce tangible impressions and placements, but to create brand energy we can feel. For example, we held a meditation session that tied to signature product led by two-time Olympic gold medalist Jamie Anderson with some of the leading outdoor and lifestyle media companies.

Own all aspects of partnerships for the action sports and culture categories from targeting partners, negotiating deals, merchandising the line for ecomm and wholesale, and managing the project to production and distribution. Leading the development of hardside coolers, softside coolers, and hydration products with our partners. ● Cultiavte the relationship with Boardriders (Quiksilver, Roxy, Billabong, RVCA) and build out their merch plan and develop products with internal and external teams. ● Build out Igloo's culture category including licensing partners like Jeep, Volkswagen, Haring, Basquiat, etc. ● Due to how new the partnerships program is, I've been an integral part of our team in working out the strategy to create new exciting products designed to brand build within a successful but slow-moving organization which has been the leader in the cooler industry for over seventy years. ● As of my last day, all Boardrider's products we developed have sold out completely. Igloo was included in top three searched items on RVCA, Billabong, and Roxy's websites.

Responsible for all brand partnership revenue for The Berrics on a book of business of $2 million+, managing an Account Executive, and leading cross-functional teams through the entire process from content ideation and execution to follow-up. • Bring in new non-endemic partners simultaneously increasing revenue and audience. • Was business lead on the first ever Women's Battle at The Berrics, which at the time was the biggest women's contest of all time. With over 100m impressions and 100k+ live stream viewers. • Brought new activations to The Berrics, for example a fan art show and VIP early screening of the movie IT with Warner Brothers. ACCOUNT EXECUTIVE Primarily engaged in selling 360-degree brand partnerships promoting brand products and campaigns through custom content, social and web-based advertising, marketing, studio and production opportunities, and events direct to client and agencies. • Owned core brand partnerships, revenue, and activation. Including selling, renewing, and up-selling. Brief creative and editorial team on all concepts and plans. • Continue to grow lucrative partnerships with existing partners (Converse, New Balance, Levis) while identifying new growth opportunities and partners (New Era, Monster Energy). • Work with brand partners on marketing plans and activations to best meet their overall company goals.

Strategize and implement all marketing communications consistent with brand image. Work cross-functionally with global and regional team leaders to create cohesive creative promotional campaigns.

MARKETING DIRECTOR Transformed start-up concept into a premium eyewear brand in the skateboard, snowboard and lifestyle market. Grew brand from zero to $1.5M in annual revenue and attained #2 market position in its channel managing small in-house staff, team riders, sales reps, and distributors.

AWARD-WINNING FILM PRODUCER