Wade Cleveland: Culture Driven Executive in Corona Del Mar, CA

Responsible for driving and managing the growth of DITA’s multi brand strategy for existing, new and future luxury and lifestyle brands. Define strategic positioning and develop new brand strategies that compliment DITA’s brand portfolio. Responsibilities include strategy, new brand creation, product positioning, development, design, innovation, and global supply chain. Accomplishments include: • Built high-functioning global design and development teams balanced for new brand development and company growth • Re-launch of the iconic Christian Roth brand (new collections, branding and positioning in a mature and highly competitive marketplace) • Multi-year strategic product and innovation roadmaps for DITA, Thom Browne and Christian Roth Brands • Design, development and strategic positioning of high-end EPILUXURY brand to solidify DITA’s innovative competitive advantage • Initial strategic plans for high volume performance/lifestyle brand • Developed secondary Italian supply chain

Responsible and accountable for all aspects of Fox’s performance product categories: Motocross, Bike, Optics and Footwear including IVI Eyewear and Shift brands totaling $150MM in Global Revenue. Duties included Strategic Planning, Design, Product Development, Merchandising, R&D, Innovation, and Business Unit leadership. Accomplishments included: • 5 year strategic product plans for all categories, balanced for growth and resource allocation and used for global revenue forecasting • Innovation Road Maps for all categories to support 5 year product plans • Business and strategic plans for New Business/Categories: (Snow, H2O and Training) • Increased margin across all categories and product lines through pricing analyses, cost reductions, line/SKU optimization and improved supply chain management • Increased by 4X the number of projects (Design/Development) and put in place processes for on-time releases • Created budgets for 9 departments and managed a team of 45 employees

Responsible for developing and maintaining all aspects of Oakley’s highly profitable $700MM eyewear sun line. Duties included P&L responsibility for the Men’s Eyewear Category (including Snow/MX Goggles, Hockey and Football Shields) with oversight into Global design, development, forecasting, pricing, margin, execution and distribution including responsibility for end of line (EOL) strategies and overall inventory management. Initially hired as an Engineering Project Manager before moving into Program/Product Line Management, Business Unit Leadership (Director) and Global Category Director. Oversaw the growth of Oakley’s eyewear category during this time period from $250MM to over $700MM in a mature marketplace through innovation, vision, creativity and unsurpassed quality • Responsible for Eyewear Program (all aspects) and has overseen growth from $250MM to $700MM as Eyewear Leader • Developed and helped oversee Oakley Custom Program growth from $6MM to $84MM • Created 3 year Annual Operating Plans for Eyewear Category • Directly Responsible for 12 years of Oakley Eyewear line plans (2002 – 2013) • Development responsibility for lens materials and lens technologies including polarized, photochromic, performance and fashion tints • Manufacturing competence with plastic injection molding, metals (all), acetate materials • New material innovations for eyewear (Ti MIM, Carbon Fiber, Magnesium, Aluminum) with R&D • Working relationships with Eyewear and Component Manufacturers Globally