Bike

Outdoor

Camping

Cycling

Hiking

overlanding

Senior Product Manager

Project Management

Agile new product developer, analytical merchandiser, and passionate consumer product marketer. Outdoor industry professional with extensive experience in textiles and soft goods product development and product portfolio management. Expert communication skills and tact for leading design and development with international manufacturers and suppliers.

Led cross-functional team through rigorous Stage-Gate International NPD process utilizing SmartSheet project management tools to improve on-time launches by 55% and reduce production defects by 29%
• Developed 25 SKU product assortment for the nation's largest outdoor retailer that resulted in brand adoption in all doors and +$2M incremental sales.
• Guided consumer market research to uncover hidden consumer needs, identification and creation of new target consumer personas, distilled consumer feedback into product concepts, and developed tangible product features and benefits resulting in +35% product portfolio expansion, entry into 3 adjacent product categories, and +25%
increase in average selling price
• Co-designed innovative patent-pending camping sleep system that specifically addressed major consumer pain point - USPTO application 20160286989
• Reduced import tariff and duty costs -25% by transitioning production of product portfolio from China to Bangladesh, resulting in $500K cost savings in the first year

Performed in-depth data analysis to support new category / new product development including outdoor retailer, POS data, camping activity participation studies, macro socio-economic trend reports, dealer feedback panels, and historical internal sales data reviews.
• Strategically consolidated multiple international product lines reducing total SKU count -30%, lowering unit cost -3.5%, and increasing production efficiency +10%.
• Built intimate knowledge and empathy to accurately represent the voice of the consumer to all internal stakeholders through ethnography studies, detailed consumer persona development, and continuous field research.

Product Manager

Assisted with re-positioning and re-launching Eureka! brand in North American market, resulting in 10pt improvement in brand recognition score and 5X increase in consumer social engagement.
• Developed, directed, and lead talent in a growing library of product focused video content that doubled social media engagement and resulted in the creation of a permanent Brand Evangelist role within the organization

Associate Brand Manager

• Product technical rep for over 100+ dealer sales calls in 35 states/territories
• Contributed to all new product launch assets, including photography, product packaging, product instruction manuals, seasonal catalog, sell sheets, copy writing, and PIM specifications data (Salsify)

Marketing Specialist

Find out detailed information about Robert Marcello, Senior Product Manager in Vestal, New York

Robert Marcello: Senior Product Manager in Vestal, New York

Robert Marcello

Le Moyne College