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Vice President Marketing

Los Angeles, California, United States
February 23, 2018

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Paul Cartwright

Los Angeles, California ***** 323-***-****

Marketing, Strategy & Business Development Executive

Marketing professional with over 20 years of experience in Brand Management, Partnership Management, Licensing, and Sales. Innovative strategist with proven ability to successfully develop and implement comprehensive marketing programs across a variety of industries. Enthusiastic self-starter with superior communication skills and analytical ability.

Highlights of Expertise

Marketing Strategy

Creative & Brand Positioning

Social Media Marketing Strategy

New Channel Distribution

Program Management

Vendor Management

eCommerce Development

Customer Promotion Strategy

Educational Marketing Programs

Consulting & Advisory Services

Career Summary

DITA Eyewear, Aliso Viejo, California

DITA design, manufacture and wholesale and retail handmade Japanese eyewear for proprietary brands DITA and Christian Roth and, under license for Thom Browne. Sales of approximately $55m in global sales in 47 Countries.


Managing top tier accounts including Barneys, Bergdorf Goodman, Bloomingdales, KITH, LOH, Solstice and Totokaelo.

Analyze weekly/monthly sales reports to Maintain inventory levels through operating systems; EDI, GSX and Lingo.

Presenting new collections, creating opportunities for XO [exclusive] products generating incremental revenue. Brand and product training seminars, coordinating trunk shows and participating in Accessories Market Week and Trade Shows.

Hired and Manage a team of 2 reps calling on existing boutiques and prospecting new target accounts.

Hadid Eyewear, Los Angeles, California

Hadid Eyewear is a collaboration between the well-known Hadid family members leveraging their huge social media following and celebrity status to take their first step into creating a lifestyle brand.

CONSULTANT (2016 – 2017)

Provided insight into market share, target demographics, price points, potential accounts and media and social media strategy.

Successfully launched brand in January 2017 with 2 exclusive tiers of distribution; Shop Bop [ecommerce] Ron Robinson [brick & mortar]. Exclusive WWD [print & on-line] press launch.

First release gained a 19.2% sell through. Extended brand distribution with Nordstrom [on-line] Harvey Nichols [Dubai and London] and Revolve.

Current strategy includes launching in Europe, Middle East, Far East and Australia through additional boutique and independent accounts offering limited edition frames.

KREWE Du Optic, New Orleans, LA

Krewe is one of the fastest growing independent eyewear brands in the world. Launched in New Orleans in 2014 the handmade sun and optical collections are now carried in specialty boutiques worldwide including Neiman Marcus, Club Monaco, Bergdorf Goodman and their 4 standalone flagship stores.

CONSULTANT (2014 – 2017)

Created a plan for strategic positioning with the company founder and executives.

Prepared a written marketing plan that addresses each of our core initiatives.

Recommend product positioning approaches for new optical launch in Q1, 2017.

Hosted due-diligence meetings in New York with Solstice, Bloomingdales, Saks and trade publications to present cads/samples to gain concept approval, interest and validate pricing.

Bella Dahl, Los Angeles, California

Directed companywide marketing operations for privately owned women’s contemporary brand that was founded in 2010 and based in Downtown Los Angeles. Reported directly to the CEO.


Managed over 1,000 points of distribution, including most of the major department stores, established new online social media marketing programs and successfully launched eCommerce platform

Established new creative & brand positioning and aligned new media plan to effectively position for brand growth and increased sales.

Created a 3-year lifestyle brand marketing and business strategy, including licensing brand extensions and established new international distribution channels in Australia, Canada, Europe, The Far East and Asia.

Established “Influencer” network program, primarily comprised of bloggers and integrated their assets into the existing social media strategy and SEO.

Collated and analyzed data (primarily from Google Analytics) to comprehend customer demographics, buying habits and target future Marketing, Advertising and Public Relations campaigns.

Launched shop-in-shop program for Bloomingdales, including store merchandising, design, layout, deliveries and developed the media and PR plan for same.

Worked with design and sales to introduce a mid-tier priced point brand for accounts, including Nordstrom Rack, Dillard’s and Marshalls while at the same time developing a Private Label brand for accounts, including Anthropology, Macy’s and Chico`s.

Marcolin Eyewear, New York, New York

Held responsibility for US marketing initiatives for one of the world’s largest luxury eyewear manufacturing, brand distribution and wholesaling companies with domestic sales in the range of $85m. Offerings included: Tom Ford, Tods, DSquared, MontBlanc, Kenneth Cole, CoverGirl, Roberto Cavalli & Swarovski.


Managed $4.9m budget with $13m in gross sales attributed directly to marketing initiatives.

Created “New Door” promotions resulting in 967 new/new-to-brand doors opened.

Developed a marketing strategy for each respective brand including process, procedures/guidelines, go-to market plan, P&L, team and portfolio from concept.

Created and launched Marcolin University: a web based, multilingual, continuing brand training platform to educate and train 30 in-house customer service reps, 86 outside sales reps and 1,000+ affiliated customer reps to increase revenues through brand knowledge.

Created a VIP program rewarding top tier retail accounts a 5% yearly rebate for adding additional brands to their portfolio, reducing their return rate to 18% or less, growing their revenue by a minimum 13% and successfully participating in Marcolin University

Initiated a sell-through promotion for the optical channel “Frame Your Game” which rewards employees, trained through Marcolin University, an opportunity to become brand specialists. Game participation and monitoring done via website reducing labor costs.

Managed all Public Relations and marketing efforts related to brands including National and Regional Trade shows, created brand concept development briefs, coordinated photo shoots for POP, planned yearly print/online media buy for all brands.

Additional Experience

Director of Marketing & Licensing (2008 - 2010) Signature Eyewear, Los Angeles, CA

Director of Marketing (2006 – 2008) Lucas International, Los Angeles, CA

Advisory Services & Consultant (2003 - 2006) PCPR Consulting, Los Angeles, CA

Marketing & PR Manager (2001 – 2002) American Eagle Outfitters, Los Angeles, CA

Men’s PR & Studio Services Manager (1997 – 2001) Tommy Hilfiger, NYC & Beverly Hills

Education & Credentials

English & Psychology, Henley College, Coventry, England, United Kingdom

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