Luke DeFeis: Athletes, Brand, & Partnerships in Park City, UT

• In addition to my responsibilities within the ski, snowboard, and MTB communities, I was assigned oversight of Sea-Doo’s marketing partnerships, applying the same strategic approach to growing visibility while aligning with brand goals • Oversaw and cultivated relationships with athletes and prospective talent for Sea-Doo with 16 athletes/ambassadors including: Kai Lenny, Ridge Lenny, Kurtis Chong Kee, Emmanuel Williams, Bri Andrassy, AquaDan Do Nascimento, Brett Barley, and more o Enriched brand partnerships with Waterman Unlimited, 4ocean, and Sig Zane Designs o Led Sea-Doo Social Club and Man on the Water social series ambassador strategy o Boosted all metrics by 50% or more from in FY25 and in Q1 of FY26, increased athlete branded posts by 100% YoY • Strengthened Ski-Doo returns over the winter season positively by: o Increasing ROI from September 2024 through January 2025 by 5.5x o Natural Selection Tour media value return of 12x and produced Ski-Doo branded content piece o Created, organized, and executed 2026 modes sneak peek content with athletes and ambassadors o Orchestrated social targeted results in FY25 by hitting 105% of posts, 114% of views, & 134% of impressions o Elevated social milestones in Q1 of FY26 YoY - posts +38%, views +48%, engagement +16%, impressions +95%, & EMV +107% • Collaborated with the Uncharted Society team to organize and execute impactful projects featuring BRP-affiliated athletes, ambassadors, and influencers • In addition to my responsibilities within the ski, snowboard, and MTB communities, I was assigned oversight of Sea-Doo’s marketing partnerships, applying the same strategic approach to growing visibility while aligning with brand goals • Oversaw and cultivated relationships with athletes and prospective talent for Sea-Doo with 16 athletes/ambassadors including: Kai Lenny, Ridge Lenny, Kurtis Chong Kee, Emmanuel Williams, Bri Andrassy, AquaDan Do Nascimento, Brett Barley, and more o Enriched brand partnerships with Waterman Unlimited, 4ocean, and Sig Zane Designs o Led Sea-Doo Social Club and Man on the Water social series ambassador strategy o Boosted all metrics by 50% or more from in FY25 and in Q1 of FY26, increased athlete branded posts by 100% YoY • Strengthened Ski-Doo returns over the winter season positively by: o Increasing ROI from September 2024 through January 2025 by 5.5x o Natural Selection Tour media value return of 12x and produced Ski-Doo branded content piece o Created, organized, and executed 2026 modes sneak peek content with athletes and ambassadors o Orchestrated social targeted results in FY25 by hitting 105% of posts, 114% of views, & 134% of impressions o Elevated social milestones in Q1 of FY26 YoY - posts +38%, views +48%, engagement +16%, impressions +95%, & EMV +107% • Collaborated with the Uncharted Society team to organize and execute impactful projects featuring BRP-affiliated athletes, ambassadors, and influencers

• Represented and embodied the Ski-Doo (ski & snowboard) and Can-Am (mountain bike) brands, focusing on building and managing relationships with athletes and prospective talent o Ski-Doo: Travis Rice, Craig McMorris, Jamie Anderson, Robin Van Gyn, Hana Beaman, Sammy Carlson, Colby Stevenson, Maggie Voisin, Chris Grenier, Torstein Horgmo, Mikey Ciccarelli, and more o Can-Am: Cam Zink, Brett Rheeder, Tyler McCaul, Carson Storch, Casey Brown, Tom van Steenbergen, and more • Brand partnership development with Natural Selection Tour, Fasthouse, Baldface Lodge, Freeskier Magazine, Transition Bicycle Company, Monster Energy Pro Downhill Series, Downhill Southeast Series, Red Bull Rampage, Thule, The Bomb Hole, and We Are Camp • Film support and advising – Shredbots’ Return (2024), Colby Stevenson’s Proof (2024), Made by Mountains (Fall 2025 release), The Armada Team Movie (Fall 2025 release), and Full Moon 2 (Fall 2026 release) • Amplified Can-Am Offroad MTB ROI by 10x+ over one mountain bike season • Increased Ski-Doo action sport roster by 2x and Can-Am roster by 1.5x with athletes and brand partners • Developed and led 360-degree brand strategy and execution with all activations, events, and content-oriented projects around partnerships and athletes • Oversaw the negotiation and contractual process and ensure all obligations and deliverables are met • Managed budgets for snowboard, ski, and mountain bike communities • Created innovative content and film support strategies to attract customers to achieve brand objectives • Collaborated cross-functionally with brand, product, sales, and regional leaders to elevate drive business growth • Provided culture and industry insights, serving as an expert on trends within my communities • Prepared monthly, quarterly, and annual reports highlighting successes and identifying areas for improvement

Serviced and attracted customers by helping select products from Burton, Analog, and Anon product lines. Provided support for order and warranty concerns via phone, email, online chat, Apple FaceTime, and text. Answered 250+ emails and 150+ calls weekly while maintaining an average customer satisfaction rating of 4.8/5. Assisted with streamlining US and Canadian returns. Compiled phone, live chat, and text statistics for weekly reports to be presented to the entire Direct-to-Consumer department. Bolstered department performance by developing more efficient departmental procedures. Implemented and managed scheduling system for 14 Guides and reception coverage. Redesigned, launched, and executed a new three-week seasonal hire training schedule. Expressed the voice of the Burton end-user for internal teams to deliver enhanced customer experience. Utilized SAP, ZenDesk, Salesforce, Kount, NoFraud, Yotpo, PLM, and Cardinal software programs. 2018 Burton US Open Digital Content Manager: Built and deployed all content to the US Open app and events website during the US Open using Greencopper GoManager and Wagtail. Provided photography content to creative and media team.

Helped create energy and excitement around Apple products, provided the right solutions for customers and got the products into their hands. Was the first person customers met when entering the store and the person who guided them — advising, selling, and setting up their new products. Performed other roles within the store, including maintaining visual merchandising standards and assisting other team members.

Buttermilk built is famous for hosting the ESPN Winter X Games through 2019 and being voted #1 by Transworld Snowboarding Magazine Reader’s Poll for Best Park and Pipe four out of the last five years. Performed morning set-up, daily maintenance, and end-of-day sweep and tear-down of the Terrain Parks. This includes feature inspection and maintenance, reporting injuries to ski patrol, assisting at and securing accident scenes, special event set-up and tear-down (Winter X Games, Aspen Freeskiing Open, Red Bull Double Pipe, Buttermilk Rail Jam, Red Bull Performance Snow Camp, and the Aspen 2014-2015 Mind Body Spirit Ad Campaign/Highlands Jump Shoot), and maintaining guest relations within the Terrain Park.