Adam Sanders Email & Phone Number

Fort Collins, Co, Us

Lead the GTM org, building scalable processes as we grow. Planning for the future in forecasting, supply/demand alignment, sales enablement, and performance analytics.

Recruited to establish a new brand – Defend by Tactacam – in the home and B2B security space under private equity backed Tactacam. Defend works without Wi-Fi via a cellular connection, taking IoT convenience to remote locations. ➢ Achieved #1 rank in online sales and #2 in store at product launch at a top outdoor retailer. ➢ Built content that resonates: completion rates on YouTube as high as 87%. ➢ Led launch asset creation for all channels with compressed schedule. 47 videos, 20 static ads, 10 merchandising displays, 10 packages, 2 line review decks, and various supporting documentation. ➢ Gained 4,000 pre-sale subscribers via email campaign (42% open rate) and web design. ➢ Supported mobile app and hardgoods development to match the 4.9 star ratings of the legacy business.

Fort Collins, Colorado, United States

Led global retail, Amazon, and marketplace sales and sales operations. Developed and managed staff of 7 at private equity backed toy brand. ➢ Founded new sales infrastructure including pitch deck toolkit, performance reporting, compensation plan, and opportunity pipeline.➢ Doubled budget attainment rate in Specialty channel in first 90 days via Faire.com launch and rep engagement.➢ Won placement in Target - a brand first.➢ 50% growth in Amazon sales PoP.➢ Onboarded new Amazon and Walmart ad agencies, yielding 3x improvement in ROAS and 2x growth in ad revenue at lower TACoS; negotiated early exit of prior contract.➢ Launched Hearthsong on additional third-party marketplaces. Partners included Target+, Walmart.com, Wayfair, QVC.com, Sharperimage.com, Maisonette, Tractor Supply, and more.➢ Short stay due to company closure just months after joining. Invaluable learning experience to witness. References available.

Fort Collins, Colorado, United States

Recruited to direct all retail sales for North America for the European-owned United States Playing Card Company. Established new processes in demand planning, sales enablement, and cross-functional collaboration. Coached and mentored staff of 16.➢ Identified and developed partnerships; added over 3,000 new points of distribution including premier brands like GameStop & Circle K. Other partners included: Walgreens, CVS, Kroger, HEB, Meijer, Fred Meyer, ACE Hardware, etc.➢ Drove millions in revenue at high margin in first year of new brand launch of HRO Trading Cards - a collectible, hybrid NFT/physical product with smartphone app. Leveraged licensing partnership with Warner Brothers to gain placement.➢ Led the global implementation of Salesforce CRM with Deloitte Private; negotiated 70% discount of Salesforce.➢ Stabilized company financials by successfully passing price increases of 7-20% as operating costs rose.

Fort Collins, Colorado, United States

In this role, I was promoted to spearhead a team of account owners (three direct and two indirect reports) for major national retailers. I excelled in high-pressure environment with goal of improving profit margin while growing the business. I improved margin via contract negotiation (including AVN), trade funds, and assortment. I drove success in first- and third-party online marketplaces.Highlights of accomplishments in this role include:• Achieved 108% budget in national retail channel across Amazon, Walmart, Sam’s Club, Target, and Best Buy.• Exceeded category average by 2x for digital origination order share at Target (order online, pickup in store).• Positioned company as a preferred partner for additional business and broke into new categories including mobile power, screen protection and more.

Fort Collins, Colorado

I was promoted from my peer set to steer a global product portfolio of over $600M and align company strategy and team goals. I secured cross-functional C-level to individual seller buy-in through strategic influence and collaboration. I partnered directly with sales to drive revenue; I established excellent rapport with top tier clients across retail and carriers such as Verizon and AT&T.Highlights of accomplishments in this role include:• Pioneered green production and sustainability for the company by identifying highest consumer preference, recycled plastic, through extensive market and production analysis. Succeeded in seamlessly advancing sustainability with negligible cost impact.• Saved $2M in annual costs by leading the first global and sustainable packaging solution to meet government policies in Europe restricting the use of plastics.• Delivered a forecasted 1-5% improvement in market share by creating company-wide performance claim strategy, unlocking additional sell-through; identified competitive advantage by marketing the high-performance products as military / tactical grade products.

Fort Collins, Colorado Area

I owned product lines up to $300M each. I launched new products and devised new cross-functional sales and marketing strategy.Highlights of accomplishments in this role include:• Delivered $8M profit in the first year of leading an initiative on pricing by analyzing customer behavior and pricing elasticity. Created consistent merchandising strategy.• Earned stellar feedback from CEO by modeling top accounts’ revenue impact and determining the potential for dynamic pricing over the sales cycle. CEO stated this was in the top 1% of best-run special projects.• Innovated cross-functional partnership with sales and marketing by training teams on product lines. Designed consultative selling strategy for customers like Walmart, Amazon, Best Buy, Target, Verizon, and T-Mobile.

Boulder, Colorado, United States

Promoted to oversee all aspects of marketing, product, and sales for Trango brand. Tripled the business by overhauling the product line and repairing retail relationships challenged by unreliable fulfillment. Redefined brand identity via marketing presence and content to connect with the evolving climbing culture. Highlights of accomplishments in this role include:• Grew annual revenue up to 82% YOY through strategic planning and execution.• Opened strategic partnership with REI which became 30% of company revenue YOY.• Scaled annual growth at key retailers over 100% by cultivating partnerships specialty retail and e-commerce such as BackCountry.com, a dominant online specialty store.

Boulder, Colorado, United States

Launched hundreds of new products in specialty markets, developed financial business cases for products and programs, and forged strategic marketing partnerships which resulted in awards. Acted as lead salesperson day-to-day and at trade shows.

Greater Denver Area

I scaled this design/build construction business from $200K to over $3M annually by developing business frameworks, completing financial models, and implementing competitive strategy.