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Owner, Ascend By Design

Creative & Design

Reclaimist Precycled Cotton by GMPC

A patented process that produces pre-consumer recycled cotton of the same quality and price of conventional cotton

Brand Director, Kustom Footwear

Developed and managed US strategic business plan for Australian footwear brand Kustom

Quiksilver Waterman Collection

Developed and managed US strategic business plan to broaden distribution into the outdoor market

<p>Experienced Sales and Product Leader | Demand &amp; Merch Planning | Strategic Planning </p>

ABD provides insight and direction in facing the challenges of launching, establishing and growing your brand. Building & protecting brand equity is critical to your long term success. With over 26 years of branding, apparel and business experience, ABD has the know how to not only help your brand succeed but to ensure it will grow and prosper for years to come.

• Brand development through detailed business strategies
• Marketing initiatives
• Strategic consulting, including business plan & sales strategy development
• Product Merchandising and planning
• Product design and development
• Creative direction
• Product sourcing
• Operational structure

Founder

• Oversee all aspects of AVID Sportswear Division including product, sales and marketing
• Lead the development of the multi-year strategy for the brand incorporating direction from the executive team and input from key   stakeholders.
• Create and communicate brand mission, vision, positioning, identity, and strategic priorities to align stakeholders.
• Drive brand decisions to meet or exceed company goals for unit volume, revenue, and profit.
• Ensure Design Directors goals are aligned with the direction of the brands targeted consumers and provide guidance throughout the creative development.
• Achieving growth and hitting sales targets by successfully managing the sales team
• Designing and implementing a strategic sales plan that expands company’s customer base and ensure its strong presence
• Create and develop new business opportunities for the brand.
• Create seasonal sales forecasts down to style & color level
• Work with major accounts on seasonal planning and SMU programs
• Implemented new seasonal  product design and development processes from concept to sample delivery
• Work with production team on purchasing calendars, production forecasts, sourcing and deliveries
• Work with e-commerce team to develop seasonal sales plans and online product launches
• Work with performance marketing team developing creative direction and seasonal performance marketing strategy
• Work with 3PL on seasonal forecasting and logistics
• Work with licensor and GMPC ownership to ensure key deliverables  and deadlines are being met




Brand Director, AVID Sportswear

• National Account Sales
• Business Strategy
• Retail Analytics
• Merch Planning
• Product
• Marketing

National Sales Director, Waterman Division

• Major account management including Bealls Department Stores, Bass Pro Shops, Cabela's & Academy Sports
 
• Sales Management
• SMU development
• Category development
• Planning
• Retail sales & marketing

VP Sales - Key Accounts

• Developed global brands and corresponding business from the ground up.
• Determined financial goals and in-season projections.
• Developed seasonal merchandise assortment to improve category depth and breadth.
• Collaborated with global brand managers to develop brand strategy for all categories.
• Worked with global sourcing department in setting up an Asian supply chain.
• Extensive travel to Hong Kong and China. 
• Negotiated with vendors on availability, product specs, delivery deadlines and price.
• Determined financial goals and in-season projections.
• Supervised the design & development staff
• Created import and sourcing initiatives.
• Developed partnerships with internal groups such as retail, visual and e-commerce.
• Supervised the work of 10 team members, offering constructive feedback on performance.
• Targeted both offline and online consumers by designing a multi-pronged and comprehensive  marketing strategy.

Brand Director

Founded and established a global core surf/skate business from 1991 to 2004. Managed product development, marketing initiatives, global/domestic license agreements, trademarks, etc.....

Founder/Brand Manager, Counter Culture

Designed and developed all tops for men's sportswear categories

Men's Designer, tops

apparel design and sourcing, wetsuit design and construction, marketing

Men's design and marketing

Find out detailed information about Pat Fraley, Owner, Ascend By Design in Long Beach, CA

Pat Fraley: Owner, Ascend By Design in Long Beach, CA

Pat Fraley

California State University-Long Beach

Huntington Beach High School