BRAD HORN

***** *** ********* *****: 310-***-****

San Diego, CA 92127 e-mail: actdah@r.postjobfree.com

PROFESSIONAL PROFILE:

Over 20 years consumer products marketing experience specializing in brand extension marketing (licensing), business development, strategic alliance partnerships, brand and product development, promotional development, sales management and the identification and establishment of new businesses.

Strategic “thought leader” with an acute ability to uncover and maximize the hidden value of brands. Uncommon creative vision and strategic insight. Savvy negotiator. Extraordinary verbal & written communication skills. Delivers presentations with passion and conviction. Develops and motivates strong management teams. Driven by an exceptional work ethic combined with a fun, yet competitive spirit.

EXPERIENCE:

2/07 – Present BAD BOY BRANDS INTERNATIONAL – San Diego, CA

(Global Sporting Goods/Apparel Manufacture and Licensor)

Executive Vice President

Founded in 1982, Bad Boy is arguably the original action sport lifestyle brands. Today, Bad Boy has distribution on 6 continents and accounts for over $100MM in retail sales.

Bad Boy became a dormant brand in early 2000’s. Brad created and executed re-positioning and re-launch strategy that led to 500% growth in US business and opening of UK/EU, Canada, Mexico, Costa Rica, and Russia.

Brad is responsible for global brand development, marketing and licensing for Bad Boy, which includes design, manufacturing, distribution and marketing of products in America, as well as management of 10 master licensees and 50 sub-licensees worldwide.

Brad also oversees the vertical businesses for both USA and Europe, which include brand development, marketing, sales, manufacturing and operations.

1/06 – Present The Brand Factor, Inc. – San Diego, CA

(Brand Development and Licensing Consulting Firm)

Principal/President

Founded The Brand Factor, a boutique branding and licensing consulting firm specializing in the development and execution of strategic brand extension programs for corporate, sports and entertainment brand owners.

Consulting services include consumer insight research, brand development, brand extension strategy, product concept development, brand identity systems, brand style guides and general licensing program management.

Clients include American Express, Kodak, TippingSprung, Brand Sense Partners, Global Icons, AVP (Association of Volleyball Professionals), Little Tree, Nathan’s Famous Hotdogs, and Kitty Hawk Kites.

10/02 – 1/06 NASCAR, BRAND SENSE PARTNERS – Los Angeles, CA

(NASCAR owned Brand Extension, Licensing and Business Development Firm)

Vice President, Brand Development

Responsible for the strategic development, execution and management of brand extension programs for a broad range of clients including sports, entertainment, fashion, automotive and corporate brands.

Supervise 4 divisions: Brand Development, Creative Services, Corporate Marketing and Consulting. Manage a team of team of 6 professionals as well external agencies.

Credited for transforming BSM from traditional licensing to a focus on strategic alliance partnerships developed via comprehensive brand extension strategies.

During tenor have acquired 20 new clients, increased revenue by 70% and developed new business currently accounting for over $800MM in retail sales.

Launched Brand Sense Consulting in 2005. Consulting services included brand valuation, brand development, brand extension strategy, direct to retail licensing, brand identity systems, brand style guides and general business management.

Utilizing mostly external resources, year one retainers exceeded $200k, while establish ongoing revenue share projects estimated at over $1MM.

8/01 – 10/02 THE ROGER RICHMAN AGENCY – Beverly Hills, CA

(Entertainment and Celebrity Licensing Firm)

Vice President, Marketing and Licensing

Senior executive responsible for management of leading Entertainment Marketing & Licensing Agency. Developed and executed brand extension programs on behalf of celebrity clients.

Key responsibilities include New Business Development (client & licensee solicitation), Property Positioning, Agency Branding, Advertising, Promotions, Public Relations, Product Development, Creative Execution and Website Development

Management of a team of 8 marketing professionals in addition to multiple external resources (Ad Agency, PR Agency, Design Agency, International Sub-Agents and Legal)

10/99 - 2/01 ALCONE MARKETING GROUP - Irvine, CA

(Promotional Marketing Agency)

Account Director - Burger King Youth and Family Marketing

Responsible for the planning and executing all aspects of the Burger King's entertainment licensing marketing calendar

Key responsibilities include: Entertainment Property Evaluations, Promotion Development, Partnership Marketing, Brand/Positioning Strategies, Loyalty Programs and management of all Kids Club communications

Responsible for the development and execution of the "Big Kids" Branding Strategy and the related integration in to all kids targeted communication

Management of a team of 4 promotional professionals

9/98 - 10/99 HASBRO, INC. - San Francisco, CA

(Global Toy and Game Marketer – Boys Toys Division)

Group Marketing Manager - Boys Toys

Senior Marketer on brand team responsible for managing the $800MM global STAR WARS Toy Business.

Responsibilities include Licensor Management (Lucasfilm), Product Development (over 125 sku's in '99), Advertising ($20MM Media Budget), Promotions, Merchandising and International Responsibility (Canada, Asia Pacific & Japan).

Developed Star Wars 2001 "Brand Strategy" to be used by all Hasbro Global Divisions (Boys Toys, Girls Toys, Games, Electronic, Mini Vehicles, etc)

6/95 - 9/98 THE WALT DISNEY COMPANY - Burbank, CA

(Entertainment and Media Company - Consumer Products Division)

Senior Marketing Manager, Hardlines - Network Licensing

Manage all hardline licensing activities for Disney’s “Network Properties”. Properties include ESPN, X-Games, ABC Sports and ABC Daytime. Categories include: Toys, Sporting Goods, Gifts, Stationery, Home Furnishings, Collectibles and Accessories.

Member of Network Properties Task Force responsible for establishing initial property marketing plans, including, positioning strategies, creative direction and launch plans.

Marketing Manager, Toys and Sporting Goods - Film /TV Licensing

Managed over 40 toy and sporting goods licensees for an estimated annual retail sales of $700mm. Responsibilities included contract negotiation, revenue forecasting, product development, marketing communications and new business development.

Responsible for establishing toy licensing program for major Disney film properties including 101 Dalmatians (live action), Hercules, Toy Story, The Hunchback of Notre Dame, Mighty Ducks, etc.

3/92 - 6/95 THE UPPER DECK COMPANY - Carlsbad, CA

(Sports Marketing Company – Collectibles Division)

Brand Manager - Motorsports Products (7/94 - 6/95)

Bottom line P&L responsibility for the Motorsports trading card business that consisted of $10mm in projected annual sales and $1.2mm marketing budget.

Responsible for all strategic planning and execution in regards to product development, positioning, advertising, promotion and distribution.

Delivered revenue 20% above brand objective and captured 30% of the Motorsports trading card market (in the first year!)

Associate Brand Manager - New Products (1/94 - 7/94)

Assisted Senior Brand Manager in the evaluation and development of new products and licensing opportunities, including sports and entertainment properties.

Developed original Business Plan and launch strategy for new Motorsports Brand

Created repositioning strategy for Warner Bros. property resulting in development of new “Classic Collectibles” line of products.

Associate Brand Manager - Baseball Products (3/93 - 1/94)

Assisted Senior Product Manager in the management of 16 products with $120mm annual sales and $10mm annual marketing spending.

Developed entirely new product concept (Baseball Fun Packs) resulting in $3mm incremental revenue.

5/91 - 3/92 ANHEUSER-BUSCH, INC. - Woodland Hills, CA

(Consumer Products Company – Beverages)

Regional Manager - Contemporary Marketing Division

Assisted Brand Managers in development of “Contemporary Adult” mktg. strategies, including product development, advertising, promotions, and sponsorship programs.

Assisted in planning and execution of promotional events including: Bud Mogul Tour, Bud Hydro Races, Michelob Light Volleyball Tournaments and ISVT.

6/89 - 4/91 PEPSI-COLA WEST - San Fernando, CA

(Consumer Products Company – Beverages)

Sales Representative / Management Trainee

Recruited from over 2,500 interviewed (on-campus interviews) to participate in Pepsi’s “Management Trainee Program”.

Managed over 120 retail sales accounts, including National Accounts, Convenience Stores, Club Stores and Independent Retailers.

Achieved all sales objectives (20% above sales 1990 Sales Team average).

EDUCATION: SAN DIEGO STATE UNIVERSITY - California

Bachelor of Science in Business Administration - Marketing (Class of ‘89)

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