Fashion

Lifestyle

Outdoor

Skate

Snow

Streetwear

Surf

Tech

Brainstorming better product  better ways of doing things & inventions

Public speaking hosting & facilitation white-board sessions

Consistently exploring adventuring outside my comfort zone

Management - Executive

Chief Product Officer at FORLOH INC.

Military & law enforcement

<p>Dynamic and results-driven executive with over 25 years of leadership experience navigating growth for premium global brands across specialty outdoor, hunting, fishing, government/military, and action/winter sports industries. Proven expertise positioning brands for success in competitive markets via innovative product development, strategic brand marketing, and comprehensive omnichannel sales strategies<span style="color: rgb(210, 52, 56);">. </span>Offering a creative and unique approach to new business development, combined with a strong track record in both established and start-up environments, leveraging deep insights into market trends to align product goals with financial objectives. Exceptional communication skills facilitate effective brand positioning and the execution of strategic initiatives that foster sustainable growth.</p>

Co-founder of high-end startup company and brand focused on technical hunting, fishing, and outdoor lifestyle products from strategic inception through successful launch to multi-million-dollar business. Manifesting decades of expertise, formulated entire company's vision and goals, as well as spearheaded all aspects of business development from market research to product planning, sales and marketing, operations, ERP implementation, and all SOP for a world-class team of over 40 employees and over 400 manufacturing partners across the country. Additionally held a co-founder and executive leadership role for PPE manufacturing business, Merrow-FORLOH Medical, a tremendously successful business pivot during the COVID-19 pandemic amounting to over 75M revenue with two statewide 52-week contracts in first months of inception. Total company size 100M+.

Most Rewarding Career Achievement: After decades of offshoring manufacturing, the building of a comprehensive Made in USA supply chain. Creating innovative fabrics with technology from various industries using only US sourced raw materials. Signing over 400 US-based manufacturers and rm vendor in efforts to reshore technical highest-performance outerwear, lifestyle apparel, hardgoods, and accessories, sustaining over 5k domestic employees.

Chief Product Officer & Co-Founder

Executive leadership role working directly with company founder and responsible for all company-wide operations. Also served as Chief Product Officer responsible for product, design and development, planning, and production. Leader for strategy and execution of product initiatives in collaboration with sales, eCommerce and marketing divisions. Responsible for delivering annual gross sales and profitability goals. Drafted and owned long-term strategies in line with evolving brand, company, and creative direction. Continuously cultivated new business through a data driven, customer-centric and focused product approach. Collaborated companywide to properly support goals across eCommerce, mobile showroom and direct retail channels. Utilized data and eCommerce sales cycle information to inform product decisions.

Achievements: 60% top-line sales growth, 15% gross margin gain in first eight months of employment. Founder's tragic death September 2018 led to change in ownership and overall direction of company.

Chief Product Officer

Executive global leadership role responsible for strategic implementation efforts in global sales expansion, including marketing, public relations, corporate brand and product messaging, merchandising, production, logistics and operational development. Notably expanded brand outside to countries of Australia for the first time in company's 40+ year history. Also held country and regional general management responsibilities for Americas, Asia, and Europe.

Achievements: Incremental18M in US orders year one. Successful sale of company early March 2018 (8x EBITDA). Transitioned new executive team through April 2018.

SVP Global Business Development

Executive leadership, fiduciary, and decision-making role for skiwear brand with primary emphasis on product, global sales, and strategic marketing for entire company. Strategized, initiated, and successfully led company through historic turnaround period. Reinvigorated brand and company into historic new revenue gains and notable operational profitability growth of 20% year-over-year during tenure. Reorganized corporate structure, successfully led company divisions of merchandising, design, product development, fit and spec, production, global sales, marketing, and brand management. Implemented international sales growth of over 20M into ten new countries in final two years of employment.

Achievements: Gross margin increase over 20% aggregate company wide. Complete ERP and company processes overhaul across all departments. Reduction of production lead times of five plus months. Implemented cash-flow course-correction process first two years of employment. Company-wide reorganization, hiring, training, and implementation of roles and responsibilities. Pioneered new international eCommerce sales channels for brand and company. Complete vendor and supply chain overhaul. Complete corporate rebranding, image, and implementation of new public relations efforts.

SVP Global Sales, Product and Brand Management

Executive leadership role in product, accountable for all global design, merchandising, sourcing, and vendor management. Served as the ‘face' of brand and company, as well as business management leader, researcher, and growth strategist. Managed merchandising, design, product development, fit and spec, production, global sales, and brand management for Active (lifestyle) and Freeride (freeski) divisions.

Achievements: Founder and strategist of new ‘Active' (lifestyle, layering, and accessories) and ‘Freeride' (youth/teen action-sport ski) divisions. Executive role in growth of new international and new eCommerce channels. Played key roles in both sale of company (9x EBITDA) and executive leadership transition efforts.

Director of Merchandising

Executive leadership role responsible for strategic business planning and new division implementation of global softgoods product categories, including launches and emerging market/growth business initiatives in all backpacks, climbing harnesses, gloves, tents, bivies, accessories, helmets, big wall portaledges, flys, haul bags, climbing accessories, climbing ropes, lifestyle clothing and logo-driven promotional products.

Achievements: Incremental sales growth of softgoods categories of 60M, as well as a record company size of 250M. Also played a key role in sale of company and executive transition.

Director of Merchandising, Softgoods

Executive leadership role responsible for all aspects of brand management, public relations, and corporate marketing divisions, including new eCommerce and CRM implementations, asset production, copyright, art, creative, graphic design, events, and outreach. Developed and implemented sales training and client development programs. Responsible for development and timely execution of strategic marketing plan and budget for retail and launch of new corporate eCommerce direct-to-consumer website and seasonal outreach programs. Financial responsibility of entire marketing budget including strategic implementation and management of all television, radio, print, direct mail, outdoor/billboard, and website media.

Achievements: Launch of industry first multi-brand eCommerce website and omni-channel business model. Served as company business leader and corporate decision-maker for all creative and messaging.

Director Marketing

Held various strategic visionary leadership and management roles during high-growth period for the performance clothing, equipment, and footwear brand spanning over a decade.

Achievements: Defining, developing, and strategic implementation of new companywide divisions, including ‘Special Sales' for guides, industry professionals, influencers, corporations (promo), mountain resorts, and military/government sales. Executive management responsibilities of implementing new athlete/team program, product research and development, and grassroots marketing teams in the launching of new product categories. Retail management experience includes grand opening of flagship stores in multiple USA cities including San Francisco, Palo Alto, and Costa Mesa. Also led product placement initiative within entertainment industry alongside CEO James Fifield. Fiscal responsibility of over 125M; company growth to gross sales of over 350M.

Director: Product/RnD/Sales/Marketing/Retail/Athlete 

Find out detailed information about Robert Yturri, Chief Product Officer at FORLOH INC. in Snowmass Village, Colorado

Robert Yturri: Chief Product Officer at FORLOH INC. in Snowmass Village, Colorado

Robert Yturri

UC Santa Barbara