Sales Representative

Steve Harden

CEO, President, Senior Executive – CPG Sport Active Lifestyle Outdoor

Global Brand Builder, People Ambassador & Business Leader Sales, Marketing, Finance, Operations, Product Development, eCommerce, Customer Service, OMNI Channel Senior strategy leader – honed with some of the top brands on the planet. Provide strategic growth, build valued alliances (internal, external stakeholders), work cross-functionally – to ensure brand vision, mission, and execution. Servant leader, collaborator builder of Brands, People, Products and Revenue through the OMNI Channel across multiple brands and wide array of products, customers and strategies Specialize in driving multimillion-dollar revenue growth, profits, turnarounds while advancing sales and marketing stewardship with direct, indirect, PE, VC backed ventures – especially in multi-channel fields. History of building high-powered, resourceful relationships across the global trade channel and creating synergy between sales, product, finance, and marketing arenas – while framing a cadence of accountability from top-to-bottom, and across the enterprise. Infuse product ideation in sales and marketing governance from brand-to-retailer-to-consumer by proactively engaging and driving brand awareness, consideration, conversion, and loyalty. Milestones:

Influenced turnaround across all divisions; halted financial hemorrhaging, primed brand for first breakeven year since acquisition, and positioned business for future success; OMNI, eCommerce, Distributor, Global Supra ($50M)

Exploded business 700% over 48 months, door-count doubled in independent & national accounts; OMNI, Ecomm Oakley ($585M)

Chartered mid-market startup for $30B company; won big-box volume buys and grew $MM VF Outdoor ($10M)

Achieved brand-wide recognition and honored with ‘Sales, Marketing & Vendor of the Year’ (multiple years) Adidas ($380M)

OMNI Channel, eCommerce, Digital change agent creating and deploying the 4P mindset :: Pause, Plan, Purge, Pivot KSGB – Supra & KR3W (Turnaround $50M)(SOLD BRANDS TO XTEP) Los Angeles, CA :: May 2017–Present Division of E-Land; $10B group of companies with 200+ brands across apparel, footwear, retail, hotels, leisure, entertainment channels President

Recruited to infuse new viability into once industry leading Supra and KR3W brands. Inherited under-performing brands with high potential but failing management direction. Spearhead turnaround tactics across all divisions. Challenged existing/new teams to change and reform by creating a framework of energy and accountability.

Reorganized eCommerce, talent, and platform, while driving an enhanced shopping environment that was PCI & GDPR compliant; annual savings projected to be upwards of $1M.

Upgraded entire leadership team; recruited, hired, onboarded enthusiastic personnel of all levels, in only 4 months.

Focused product-driven endeavors of ideation, stories, go-to-market plans, and responsibility across brands.

Partnered with retail decision-makers to manage/maintain/grow relationships and ensure future/improved bookings and sell-through plans. Q3/18 bookings exceed aggressive budget for first time since acquisition. OMNI Channel

Rejuvenated brands, right-sized teams, improved cross-functional team play, and structured initiatives for future success.

Transitioned EMEA business from direct to distributor model ($3.7M loss in 2017 to break even in 2018).

Recruited and onboarded new international distributors in Australia, France, Germany, Russia, UK, Switzerland, Italy, Chile, and the Middle East.

OAKLEY ($375m-$585M) Foothill Ranch, CA :: February 2012–December 2016 A subsidiary of Italian corporate giant Luxottica; design, develop, manufacture sports performance equipment and lifestyle pieces Vice President Sales, Trade Marketing, Customer Service, Operations :: 2013–2016 Led cross-functional team in Operations, Sales, Finance, Logistics, Analytics, Customer Care, AP, Go-to-Market, Merchandising Services, Trade & Field Marketing. Grew Oakley Golf 700% in 4 years ($15M to $100M).

Restructured sales team, resulting in more efficient GTM process; sales increased 14% and cost of sales lowered 4.5% the first year; recalibrated structure in outlying years continued growth and COS savings.

Revamped Customer Service that improved call cadence, return communications, and resulted in 20% cost of service reduction and 35% improvement in service surveys from wholesale and 24% consumer.

Deployed product-centric sales teams, resulting in streamlined communication with merchants, developers, accounts; driving GTM success (samples, presentations, follow through, orders, retail), and 25% improved future orders. 209-***-****

Greater Los Angeles

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linkedin.com/in/steve.harden

Experience & Achievements

Steve Harden – pg 2/2

OAKLEY (continued)

Senior Director National Accounts :: 2012–2013 ($100M-$175M) Led Oakley National Account team to achieve “go to” team status for accountability, communication, revenue growth, and morale – revenue grew 42% in 3 years (14% CAGR). Headed sales, GTM, Trade Marketing, Business Development, and eCommerce across Sport and Outdoor channels.

Created and deployed new GTM process for eCommerce; reduced points of ecommerce distribution from 600+ to less than 100. Resulting in long-term growth, consistency, and increased revenue (+40%).

Piloted and cross-pollinated Oakley “ONETEAM” concept, resulting in dramatic morale improvement, accountability, and communication between disparate teams.

Honored with Oakley brand MVP Award 2013 for Sales, Profit, Cross-functional Leadership. VF OUTDOOR L8R & WOLFCREEK BRANDS ($OM-$10M) San Leandro, CA :: September 2009–November 2011 Parent company of major outdoor brands including The North Face, JanSport, Smartwool GM/Brand Manager Consultant

Early stage startup of the $30B VF corporation. Created line of value-priced product targeted to mass, club, department, and value chains in collaboration with presidents of JanSport and North Face. In 20 months, revenue skyrocketed from zero to a viable business with revenues in excess of $5M.

Tapped into JS and NF design, product, and merchandising for support of incubated line of value-priced products; which resulted in a value-right assortment that successfully booked and sold. ADIDAS ($325M-$380M) Portland, OR :: February 1997–July 2009 A multinational corporation that designs and manufactures shoes, clothing, and accessories Director of Sales :: 2004–2009

Headed cross-functional team across Footwear, Apparel, Accessories, Equipment channels. Managed all brand initiatives with success in revenue growth, brand appeal, and sell-through at key dealers. Honored with “Robbie Award” in 1998, 2001, 2003, 2006 (based on sales growth, profitability, feedback from cross-functional teams).

Averaged 10% year-over-year growth and 2.25% bottom line return growth annually for 7 years; increased division profitability 10% by redeploying, refocusing and inspiring teams.

Spearheaded brand-wide reorganization with the Boston Consulting Group; directed in-depth analysis of every piece of the business including; sales, GTM, territory, sales representative and ultimate redeployment of the team.

Received ‘06 Vendor of the Year – GI Joes; ‘05 Vendor of the Year – Fred Meyer, ‘04 Vendor of the Year– Sport Chalet. Sales Manager, West Region Footwear – Los Angeles, CA :: 2001-2004 Directed team of footwear reps throughout 14 states. Responsible for all channels of trade within region. Grew brand to exceed 10% greater than competitors on a national level

Sales Manager, West Region Apparel– San Francisco, CA :: 1999–2001 Drove revenue of $50M through 13 sales reps covering 13 states, responsible for all apparel channels of trade –Department Store, Sport, Team, Uniform, eCommerce.

Sales Manager, West Region Accessory & Equipment– San Francisco, CA :: 1997–1999 Spearheaded newly created Accessory & Equipment division to bring focus and synergy to 5 licensed lines. Achieved sustained growth of 24% during leadership of business unit.

Early career included Sales, Sales Management, Operations positions in athletic equipment and apparel CALIFORNIA POLYTECHNIC UNIVERSITY, Pomona :: Business Administration DUKE UNIVERSITY :: Leadership Program

NORTHWESTERN UNIVERSITY :: Kellogg School of Management — Creating, Building, Rejuvenating Your Brand

~ Speaking Volunteering ~

Pepperdine Graziadio School of Business and Management – Keynote Speaker — Business Ethics :: 2014 USC, Marshall School of Business – Keynote Speaker — Life in Sport Panel, MBA mentoring:: 2013–present Azusa Pacific University – Keynote Speaker — Business Ethics, Leadership, Interview Counseling :: 2009–present Education & Professional Development

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