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Brand Marketing | Product Marketing | Market Expansion | Sales and Marketing Operations Leadership

Freelance & Contract

I am a seasoned marketing and sales strategist with over two decades of experience. My career has allowed me to lead the transformation of brand stories into consumer action and robust market gains across diverse sectors. 

My continued success and positive impact is rooted in my ability and expertise in market analysis and strategic outreach to generate viable leads and forge strong, profitable partnerships.

I am a champion at leading dynamic teams, steering growth initiatives, and delivering compelling brand narratives that resonate across global markets. 

I have a stellar record of managing and revitalizing marketing and sales operations for multiple high-profile brands to significantly improve market positioning and consumer engagement.

My colleagues have commended me for my creative vision and analytical proficiency to capture market opportunities and drive business success. 

Please feel free to contact me at sdtrevor@gmail.com

Proficiencies: Strategic Planning, Brand Management, Digital Marketing, Sales Leadership, Market Expansion, Product Launches, Team Leadership, Budget Management, Retail Merchandising, Event Management, Partnership Development, Vendor Negotiations

Capitalize on 20+ years of industry expertise in the surf and beach lifestyle sectors to provide special consulting services related to Brand and Marketing Auditing, Brand and Product Positioning, Brand Voice Development, Content Development and Deployment, Trade, Retail, and Consumer Activation, Sales and Marketing Strategy, and Wholesale & B2B Business Development.

Sweet Waterwear Social Media Promotional Campaigns: Developed and led two social media campaigns, boosting brand visibility and market presence; managed creative content production and stakeholder communications, resulting in 5K new Facebook followers.

Pacific Paddle Games, presented by SUP the Mag and produced by The Enthusiast Network: Managed volunteer coordination, crafted a volunteer recruitment strategy, and achieved event operational efficiencies, saving $7,000 in staffing costs.

Outdoor Industry Association Rendezvous Leadership Forum: Led a water sports-themed team-building event, coordinating with industry professionals and managing all phases from planning to execution, delivering a well-received, engaging event.

Surftech Brand & Every Man’s Quiver Surfboard Line Launch: Instrumental in brand and product line revitalization, leading branding updates and promotional content development, significantly enhancing brand appeal and improving product sell-through rates.

Mt. Soledad National Veterans Memorial MarComms Campaign: Directed a major marketing campaign to highlight the historical significance of the memorial, developing and executing a comprehensive strategy across multiple platforms to enhance visitor engagement and memorial appreciation.

Mt. Soledad National Veterans Memorial Veterans Day Ceremony Communications: Managed a comprehensive communications strategy for the Veterans Day Ceremony, creating a detailed calendar and content across various channels, leading to the most attended ceremony in the memorial's history.

Marketing Consultant

Orchestrated market share expansion through dynamic partnership management while engaging over 150 international and domestic retailers and driving results toward a $3M annual wholesale revenue goal.

Spearheaded a targeted business development strategy and leveraged a deep understanding of market demands to surpass annual new account acquisition targets within four months.

Contributed to direct-to-consumer sales and operations improvements, including e-commerce, fulfillment, warranty policy servicing processes, and email marketing.

Concepted, championed, and initiated the rollout of the Flagship Program, a strategic wholesale sales initiative for key market retailers designed to maximize brand and product line footprint at retail while mitigating inventory liability for the retailer in the face the post-COVID, inflation-impacted market conditions.

Effectively liaised with a spectrum of external stakeholders including retail buyers, larger retailer marketing, product management, and executive teams, as well as representatives and leaders from outside sales agencies to ensure cohesive strategic endeavors. 

Collaborated with Chief Marketing & Sales Officer to refine and implement advanced reporting tools to provide year-over-year, month-to-date, and period-specific analyses segmented by account, account type, and product category, thus empowering more informed strategic decisions. 

Conducted thorough and timely training sessions with sales agency representatives and leadership; focused on maximizing utility of the Shopify Online Sales Portal, product knowledge, and assortment planning by retail segment. Significantly boosted communication effectiveness with retailers, enhanced immediate order fulfillment rates, secured advanced bookings, and optimized the order processing workflow.

Wholesale Sales & Sales Operations

Orchestrated the formulation and execution of advanced business strategies while ensuring they aligned with both high-level brand aspirations and granular operational targets, thereby enhancing the platform's industry standing.

Directed extensive strategic business planning and brand development initiatives by meticulously setting realistic annual targets based on in-depth analysis of historical growth trends and proactive demand generation strategies.

Overhauled the company’s branding elements including updating icons, wordmarks, lockups, and color schemes while embedding a compelling narrative that aligned with both historical legacy and contemporary market demands.

Spearheaded an extensive team expansion in response to a more than 200% surge in B2B SaaS monthly recurring revenue while strategically navigating an increase in software demand, and larger subscription plans for existing clients while effectively onboarding new clients.

Significantly improved vital performance indicators, including click-through rates and trial conversions, which subsequently enhanced content engagement, boosted subscription conversion rates, and optimized product development timelines. Elevated the average revenue per user by 37%, from $40 per month to $55 per month, and extended average user lifetimes from 3.5 years to 5.5 years.

President

theaisleguide.com: Launched theaisleguide.com, a dual-platform marketplace and content hub for event planning, spearheading both B2B and B2C marketing teams to develop a unified brand and comprehensive marketing strategies. Established the website as a leading brand by creating an integrated marketplace and project management suite that facilitates seamless collaboration between consumers and event planners.

WedPay: Led the integration of Fullsteam's electronic payment technology into Aisle Planner, creating WedPay to enhance transaction efficiency. Coordinated with Fullsteam’s teams to ensure seamless user experience updates, achieving a 95% conversion rate of existing users to WedPay within 60 days and a 65% adoption rate among new subscribers in the first year.

The Aisle: Initiated and managed the launch of "The Aisle," a high-end print magazine under The Aisle Guide brand, overseeing all aspects from content curation to distribution, resulting in 40,000 copies distributed nationwide. Hosted a major launch event with 500 attendees in San Diego, enhancing the brand’s visibility and market impact.

Notable Projects as President

Led strategic planning, development, and execution of an integrated marketing strategy across a diverse portfolio of surf and lifestyle brands that significantly boosted brand engagement and market presence.

Spearheaded the inaugural launch of the Surfer Magazine apparel line in partnership with Surfer Magazine’s editorial, marketing, and sales teams by deploying an extensive multi-channel promotional strategy encompassing digital advertising, social media, influencer collaborations, and targeted email marketing campaigns.

Oversaw marketing and creative strategy for Destination Surf’s range of surfing hardware and accessories while ensuring uniform application of brand messaging and creative content across digital platforms, social media, email marketing, packaging, and sales materials.

Pioneered a novel line of surfboards under United Surf Brands. Partnered with notable surfers and board shapers to produce distinctively designed surfboards that combined high-quality craftsmanship with broader market accessibility. 

Boosted strategic alignment and decision-making efficiency across teams to significantly improve planning and execution processes for marketing strategies.

Marketing Officer

Spearheaded the creation and implementation of extensive retail marketing programs and brand experience initiatives for clients throughout the Western region to amplify brand engagement and visibility in physical environments.

Forged strong partnerships with clients and coordinated effectively with in-house design and production teams to develop innovative strategies and retail and event space design solutions that vividly manifested brand identities into engaging experiences.

Oversaw a broad spectrum of projects with varying geographic scopes including meticulous planning and execution of retail designs, fixture programs, point-of-purchase (POP) deployments, strategic content rollouts, and dynamic consumer activations. Partners included TaylorMade-Adidas, Vans, Sorel Footwear, and Simms Fishing.

Senior Account Manager

Directed strategic development and implementation of all domestic sales and marketing strategies at Doyle Surfboards & SUP, a prominent manufacturer known for its surfboards, stand-up paddleboards, skimboards, and boogie boards crafted under the guidance of surfing icon Mike Doyle.

Initiated and guided marketing campaigns that effectively showcased Mike Doyle’s rich legacy and personal journey as a foundational element of the surf and SUP product lines while highlighting his decades-long board design and innovation expertise. Optimized market standing of the brand by intricately weaving Mike Doyle’s storied history and technical expertise into the fabric of the company’s marketing narratives to boost consumer engagement and brand loyalty.

Provided effective leadership support to a team of five sales representatives distributed across key regions such as Southern California, the Northeast, Southeast, Florida, and TALO territories.

Director of Sales and Marketing

Partner with off-site co-coordinator to organize volunteer program for 2015 Pacific Paddle Games. Work directly with event coordinator to assign site zones, descriptions of duties and head counts by zone to assist in the production and execution of the event. Oversee all outbound communications for the recruitment of volunteers through SUPTheMag social and digital marketing channels. Act as on-site volunteer and TEN staff liaison to ensure volunteers were informed of and directed of their duties on site as well as making sure they had fun supporting this incredible event.

Contractor

Working closely with executive, accounting and marketing divisions, Trevor designs and implements strategies, systems, standards and protocols for a fast-paced, evolving wholesale business while targeting aggressive growth objectives across multiple channels. He directly manages and empowers territory sales representatives by identifying opportunities, establishing goals, maintaining positive yet focused line of communication and pursuing development and delivery of tools to support the shared success of SUP ATX and its wholesale partners.

Sales Manager

Spearheaded diverse marketing initiatives at Ocean Minded, a subsidiary of Crocs known for its eco-conscious approach in the footwear and apparel sector. The brand prioritized environmental sustainability by integrating recycled and sustainably sourced materials into its products and supporting environmental initiatives through collaborations with organizations such as Surfrider Foundation, The Nature Conservancy, and 1% For The Planet.

Successfully grew the brand’s social media following from 18,000 to 100,000 on Facebook, thereby substantially enhancing engagement and broadening the brand’s digital footprint.

Advanced Ocean Minded’s sustainability goals by optimizing the sourcing of sustainable materials in fixtures and point-of-purchase materials, and substantially cutting down the use of non-renewable or non-recyclable resources in the manufacturing and promotional processes.

Marketing Manager

Initiated the development and execution of integrated marketing and business development
strategies, timelines and budget to broadcast the voice of a talented brand strategy and
creative team, while adding brand-side perspective to ensure the services and expertise
were clearly communicated to partner brand stakeholders. Marketing strategies included
digital/social media, email, design/strategy trade associations, market segment-specific trade associations, print media, strategic partnerships and direct client interface business
development. Position eliminated following sudden loss of business.

Director, Brand Marketing

Through the establishment of positive, consultative, support-driven relationships with
retailers across multiple channels, reinforced the brand presence in the surf, beach lifestyle
and casual footwear channels in the region. Garnered knowledge of individual account
business models and cycles to inform strategies to maximize brand value. Created DBD
increases by as much as 200% with some partners while increasing overall account base by
25%. Proactively sought out new opportunities to increase brand awareness and distribution
within southwest region. Regularly communicated with Marketing and Product teams to
deliver market intelligence, promotional opportunities and brand and product feedback.

Southern California Sales Representative

Effectively utilized understanding of process value and organization to create strategic
perspective and improved processes for the development of quarterly in-store Go To Market
plans and merchandising updates in all retail channels including Ulta and Sephora. Worked intimately with executive, product, sales and retailer merchant teams, as well as all fixture
and print vendors, to ensure clear and effective communication of intent and precise
execution at delivery. Created 40% savings in fixtures graphics print costs within first year.

Fixtures/Display Manager

Maintained product/supply inventories, communicated and coordinated with staff including hiring, determined pricing, corresponded with accounting and ownership on direction, events, product, etc.

Manager

Managed all aspects of the global retail marketing program including development of annual
domestic POP, global display and shop-in-shop programs for all product categories.
Collaborated with members of marketing, sales and product divisions to determine scope of
needs while managing project teams, timelines and budgets. Coordinated global buys with
international marketing managers, global division leaders and distributors. Stayed abreast of
retail marketing trends and provided strategic insights and field analysis to ensure intelligent,
market leading, best in class programming. Assumed lead roles on special projects
including design, development and execution of trade show environments, and event and
promotional materials including the World Qualifying Series Reef Hale'iwa Pro.

Retail Marketing Manager

In partnership and support of regional sales managers' business goals, maintained
day-to-day sales and customer service operations including daily order distribution, product
allocation reports and accounts receivable rankings, as well as direct-to-consumer product
support communications. Worked hand in hand with multiple independent territory sales
reps to ensure their needs and those of their retail accounts were met within perspective of
brand means and overall objectives.

Sales Support Representative

Retail floor management, including store opening and closing, daily sales accountancy, seasonal soft goods, accessories and equipment buying, as well as exceptional customer service.

Find out detailed information about Trevor Wessman-Lavelle, Brand Marketing | Product Marketing | Market Expansion | Sales and Marketing Operations Leadership in San Diego County, California

Trevor Wessman-Lavelle: Brand Marketing | Product Marketing | Market Expansion | Sales and Marketing Operations Leadership in San Diego County, California