Mark L. Bossardet **** Daydream Cres.

Pasadena, MD 21122

M: 508-***-****

E: adcle8@r.postjobfree.com

Work History

Under Armour, Baltimore, MD –October 2018 - Present

Executive Director, Global Brand Management/Marketing, UA Brand Marketing

Key Achievement: Architected a 5YP strategic Global Brand/Sports Marketing plan and specialty offense for UA endemic sports categories. Managed all marketing related activity, including the conceptualizing and execution of UA’s brand product launch. Overseeing and implementing the consumer journey across all consumers touch points. Managing a Brand marketing budget of $45 Million and a category-marketing budget of $5 Million.

Accomplishments

Manage the Global Brand Marketing organization through deep cross-functional and cross-category integration, a reimagined campaign engagement model and positioning the team to creatively and strategically amplify key priority initiatives.

Lead the creation of the Brand ethos designed to guide and align the strategic and creative voice for all consumer facing content, assets and executions.

Established a long-term (3YP), consumer-centric approach to UA global campaigns, designed to drive stickiness and resonance with consumers, as well as gain internal and external confidence in the UA brand voice.

Crafted the strategic approaches and positioning for key Tier 1 global assets –identified as those with the most global reach and influence –to guide how they were to be leveraged and activated by the company.

Manage and positioned a super talented team of marketers for success through a full understanding of their passion and goals, and aligning their responsibilities to achieve success.

Saucony, Inc., Waltham MA- June 2009 – February 2018

VP/SVP, Global Brand/Sports & Entertainment Marketing, Saucony Brand Marketing

Key Achievement: Developed a comprehensive Global Sports Marketing and Brand Marketing strategic direction; conceived, planned, coordinated and executed all promotional activities/programs to meet the goals and objectives of the Saucony Brand Worldwide.

Key Achievement: Conceptualized and directed all global brand marketing initiatives, including the development of new advertising creative, media planning, digital marketing, social media, mobile, search and online customer experience development with ecommerce and digital platforms.

Reported to President of Saucony and member of his Leadership Team. Responsible for all domestic and international sports, entertainment / brand marketing strategic plans and initiatives including analyzing asset portfolio, activation planning, event development, acquisition strategy, media planning, digital marketing, public relations, investment planning and grassroots advocacy. Managed a Global Sports / Brand Marketing budget over $25 Million dollars.

Accomplishments

Drove Global Brand Marketing and Sports Marketing strategic planning process and developed strategic plans and initiatives to grow the Saucony business globally including Sports Marketing investment analysis, London 2012 planning, Influencer Network strategy, Competitive Marketing Matrix, Athlete Activation brief, Event Marketing criteria and Athlete Sponsorship criteria.

Conceptualized and executed Saucony’s seasonal product initiatives (footwear and apparel) and fan engagement strategies at major events –increased sales by 367%.

Architected 18-month go-to-market calendar that aligned and integrated with product and marketing development strategies to drive campaign and content across all sales channels.

Developed Saucony’s go-to-market strategies against key international markets, worked closely with Product

Marketing, Brand Marketing and Sales to tailor programs/concepts to meet their individual needs while maintain overall brand fundamentals.

Drove product creation process of Saucony’s elite athlete platform. Conceived and developed innovative technical products (footwear and apparel) to enhance athlete performance, on and off the track.

Overseeing the implementation of the Global infrastructure for Sports/Brand Marketing, interviewing and hiring regional and country managers to execute Saucony’s Global strategy.

Oversaw development and executed all brand marketing strategies, lead external agencies and internal creative that delivered impactful brand messages.

Identified and signed key assets to enhance brand image and drive sales globally.

Negotiating and implementing strategies for Professional and Olympic sports initiatives for 2010 and beyond.

Working closely with Global Sport properties to build Saucony’s Global Athletic footprint.

Complete oversight of Saucony’s Olympic, International and Professional Sport strategies, delivering a first time presence at World stage events.

Initiated and produced new branding and communication platform for brand that increased awareness globally.

Created consumer marketing and brand level programs strategies that increased sales revenues from $265 million to $380 million.

Enhanced strategic growth and investment analysis planning for media and sales expenditures.

Managed worldwide primary and secondary market research and work with product management in developing clearly defined marketing strategies by understanding market requirements, trends, market segmentation, customer buying behavior, and product positioning.

Trained and supervised brand marketing team and planned and implemented strategies to elevate marketing function and improve efficiencies.

Reebok International, Ltd, Canton MA - September 2005 – December 2008

VP/GM, Global Performance Marketing and Communication, Reebok Brand Marketing

Key Achievement: Guided organization to focus on brand fundamentals to make the brand desirable once again to its core sport consumer who crave authenticity and status.

Reported to CMO and SVP, Product Marketing. Managed and directed a cross-functional team of Brand Marketing, Product Marketing, Specialty Sales Reps and Sports Marketing Directors / Account Managers. Responsible for all domestic and international marketing strategic plans and initiatives for product marketing, sports marketing and brand marketing.

Accomplishments

Drove global adoption and implementation of brands performance positioning for Reebok to leverage and focus on core equities, be poised for growth, and be less sensitive to trends.

Planned and oversaw cross-functional meetings that brought together Reebok’s international marketing directors leading to improved communications, the resolution of problematic issues and, ultimately, increased revenues.

Productively managed, planned and implemented, company’s $27 million dollar advertising/ marketing investment for its global performance sport businesses.

Drove communication programs, via digital marketing and events in 2007 to garner 35% higher impressions and increased sales by 20%.

Created Global operating plans including financial models, assumptions, market review and trends, key objectives, strategies, tactics, financial A&P and fixed cost expenditures.

Created a Global digital platform and Marketing / Communication program for Reebok that increased revenue by 15% and leveraged portfolio of sports/brand marketing assets.

Drove redesign of Reebok.com to be synergistic with the new brand direction and provide consumers with a better experience –increased traffic by 200% and increased sales by 75%.

Managed agency search for new creative, media planning, buying and public relations partners to better capture and capitalize the brands sports positioning.

Drove global retail design and directives to ensure consistency of our retail partners around the world.

Implemented global brand tracking research and goals to measure success and consumer shifts on key measurable.

Reebok International, Ltd, Canton MA - August 2004 – September 2005

VP, North America Marketing, Reebok Sales Operations

Key Achievement: Made Reebok a desirable brand within the retail environment and elevated its status with consumers and business partners.

Promoted to VP, North America Marketing. Reported to President, North America Sales. Managed organization of 60+ marketing / sales personnel, managed $150 Million+ total North America marketing budget. Responsible for all domestic marketing strategic plans and direct-to-consumer initiatives including advertising development, media planning, public relations, ecommerce, point-of-sale, sales support, trade shows and retail store directives.

Accomplishments

Developed and implemented high-impact product rollouts to audiences of key retail executives that contributed to the brand’s strong reemergence in the performance sport business, which led to a 300% increase in total accounts carrying the Reebok brand.

Complete oversight for all NA marketing strategies, including advertising, public relations, collateral, promotions, direct marketing, market research, ecommerce and account marketing that drove brand awareness and increased traffic by 200%.

Created, communicated, and executed impactful consumer, trade and corporate marketing plans/promotions that drove brand and category awareness –increased revenues by 12%.

Managed retail merchandising / media programs, including NFL, NBA, MLB and entertainment businesses, and executions for top strategic partners and markets.

Managed and executed Reebok’s entertainment initiatives with musical artist such as; Jay-Z, 50 Cents, Pharrell.

Drove the implementation of new discretionary co-op program to better leverage dollars and increase control of creative execution and financial risk/tracking.

Implemented domestic brand tracking research and goals to measure success and consumer shifts on key measurable.

Formalized sales communication and selling tools to provide assets such as sports marketing updates, PR updates, selling kits and scripts, advertised styles and plans, and customized presentations to better present and sell to their accounts.

Contributed a strong leadership role in building Reebok’s now vital reputation as a generous corporate citizen –throughout the U.S.

Reebok International, Ltd, Canton MA - December 2001 – August 2004

General Manager, North America Sports Performance, Reebok Brand Marketing

Key Achievement: Made Reebok an integral part of the sports consumer life and broadened the target to enroll younger consumers into the franchise.

Key Achievement: Lead the organization professional sports initiatives with a focus on advertising creative, media planning, digital development with ecommerce and digital platforms.

Reported to Chief Marketing Officer. Managed a North America marketing service staff and managed an annual advertising / marketing budget over $50 million. Responsible for developing and implementing all North America Sport Performance initiatives for the Brand including the development of annual marketing plans for all domestic and international sport categories.

Accomplishments

Oversee all aspects of strategic planning for consumer market developments / propositions, including creation of global marketing / sports marketing long-term growth plans.

Developed integrated marketing plans and go-to-market strategies for Reebok’s League (NFL, NBA, and MLB) businesses and directed global partnership marketing expansion objectives of the company.

Built long-term strategic North America Marketing plan which included: product marketing, sales, advertising, communication, interactive, in-store, events, grassroots and sports marketing platforms that led to the sell-in and sell-through of 2 million pairs of athletic footwear.

Directed Reebok’s North America performance product and integrated marketing launch, a new unique technology, which resulted in 50%, sell through of new product during global launch event. This included consumer driven product strategy, advertising, digital communication, merchandising and collateral material.

Responsible with identifying strategic partnerships (i.e., EA Sports, PEPSI, ESPN, CSTV, etc.) that aligned with Reebok’s performance initiatives and contribute to the brands overall target growth strategy of 20%.

Personally developed and aligned Reebok’s brand and business assets behind a guiding principle that created awareness and increased revenue by 30%.

Developed channel distribution strategy to increase performance business and augment brand awareness.

Identified and signed sport assets as brand ambassadors to provide authenticity, credibility and relevance to sports performance consumer.

Created sports marketing division and dedicated sports marketing budget to become a dominant force in Professional/Olympic Sports.

Managed $15 million process of Global Olympic strategy and International Sports through creation of highly visible marketing initiatives; projects include product positioning and communication platforms that created a competitive advantage and contributed to Reebok’s overall global growth initiatives.

Fila USA, Sparks, MD - October 1998 – July 2001

VP/General Manager, Category Management, Footwear and Apparel

Key Achievement: Revitalized Fila’s running business and made the brand relevant and credibility with consumers who demand Authenticity and product excellence.

Reported to the Chief Executive Officer / USA President and SVP, Product Marketing. Managed four direct reports, which include Marketing Manager(s) –footwear and apparel, designers / developers, sports marketing manager and a staff of eight. Oversaw revenues of $130+ million.

Accomplishments

Turned around two year decline in U.S. running business of (-45%) by increasing total revenues by 40%, product contribution by 20%, and market share from 0.5% to 2%, through consumer driven product strategy, innovative mass-marketed support programs and strong brand communication message.

Re-established global footwear/apparel business by creating product that met consumer market needs. Resulted in increase U.S. revenues and International revenues by providing comprehensive management of all design and product development activities from research to market, to fulfill the ultimate objective of a commercially marketable product line.

Launched Fila apparel globally with advertising, press and trade outreach, and integration into selling process.

Unified Fila’s corporation, design/development/manufacturing/marketing calendar worldwide to increase company efficiencies and disciplines resulting in greater model optimization and on time delivery of samples and all marketing and sales support tools.

Established direct sourcing and development department in the U.S. for Apparel Division. Resulted in greater efficiencies, disciplines and margin enhancements due to direct management of the product lifestyle.

Full P & L responsibility of an operating unit for footwear and apparel

Nurtured relationships with GMM’s, buyers, and sales operation managers to develop appropriate forecasts and product assortments, plan inventory and delivery schedules.

Repositioned running category as a serious performance brand by selling in and position performance products (footwear and apparel) @ 250 image accounts.

Managed a group of apparel /footwear PLM's towards product excellence -improved style/sku productivity (over 100 global styles) and product creation timelines.

Nike, Inc., Beaverton, OR- November 1994 – August 1998

Sr. Director, Athletics/ Olympic Marketing, Sports Marketing

Key Achievement: Negotiated over 500 endorsement deals with athletes, coaches, clubs, universities, events and sports governing bodies throughout the world. Making Nike the most powerful brand in sports.

Reported to the EVP of Global Sports Marketing. Managed nine direct reports, which included domestic and International Managers and a staff of twenty. Management of annual promotional budget over $20+ million. Responsible for all Global Sports Marketing strategies and initiatives.

Accomplishments

Developed and implemented strategic sports marketing plans for Olympic and Global Athletics marketing. Managed team of 20 category personnel on global initiatives and development of their individual regional and country plans.

Worked closely with the Assistant to the Chairman on securing sport assets/properties designated by the CEO / Chairman including: Tiger Woods, Lance Armstrong, Tour de France, Brazil FC, MLS and IIHF.

Directed category personnel on building more effective and strategic negotiation skills and personally overseen key contract negotiations (over 500 endorsement contracts with athletes, coaches, universities and sports governing bodies) with annual commitments of up to and over $10 million.

Management of all worldwide divestment / investment strategies and annual budget of over $20 million.

Lead Olympic process of brand marketing through creation of highly visible marketing initiatives; projects included Michael Johnson’s gold shoes and the coordination of coverage by NBC sports during the 1996 Olympic Games; and Managed $100 million Olympic budget.

Oversaw rights holder approval process for proposed marketing activities on a worldwide basis for Olympic and International properties, in order to ensure contract fulfillment as well as consistency in executions of marketing programs by the operation divisions.

Leader of creation and executing integrated marketing plans and fan engagement strategy for Summer and Winter Olympic Games and Athletics / Running which augment integration of the categories into overall marketing effort.

Built a team of country leaders with the courage, expertise and brand management skills to make NIKE the most influential organization in the sporting world –increased brand awareness, increased participation in sports, and delivered total performance image across all continents.

Built external relationships with key luminaries including: International Olympic Committee, National Olympic Committee, National Governing Bodies, International Amateur Athletic Federation, International Ice Hockey Federation, United States Olympic Committee, United Stated of America Track and Field, FIFA, NFL, MLB, NHL, NBA, PGA, NCAA, Television, Agents, Athletic Directors, Coaches and Athletes which kept the organization totally connected in all facets of the Sports World.

Reebok International, Ltd., Sr. Director Global Sports Marketing 1992 - 1994

Reebok International, Ltd., U.S., Brand/Sports Marketing Director 1990 - 1992

Reebok International, Ltd., U.S. Promotional Manager 1989 - 1990

Reebok International, Ltd., Eastern Regional Manager, Sales/Marketing 1986 - 1989

Education

BS, CW Post College of Long Island University 1982

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