Barney Waters Email and Phone Number
Experience and track record as a Brand President, CMO, Chief Brand Officer at large corporations in growth mode, turnaround situations and brand revivals, and entrepreneurial brands looking to scale.Currently the Brand President at K-Swiss, returning to the brand to build and execute a turnaround plan, focusing on Product and People to bring the heritage American tennis brand back to prominence.Prior to the K-Swiss return, I led Garrett Leight, the premium optical brand, for two years, bringing the brand back to growth and profitability. Brought on by private equity to scale the business. Previously lead a rebrand and rebuild to modernize K-Swiss, turning a multi-million-dollar loss into a profit in under three years with double-digit revenue growth. Created a new brand vision, centered on the idea that entrepreneurship is the new aspiration driving youth culture. Partnered with Gary Vee to create the 'Sneakers for CEOs' brand platform and launched the first ever signature sneaker for an entrepreneur, the Gary Vee 'Clouds & Dirt', selling 50,000 pairs over 8 sneaker releases. Oversaw the relaunch of heritage boot brand Palladium, starting from a $24M regional European business and creating a globally relevant brand with $110M in sales in four years. Created a content-first marketing strategy featuring Pharrell Williams, Johnny Knoxville and others.Lead all aspects of marketing for the PUMA brand in North America for seven years during brand explosion, creating a twenty-five-person team managing over $40M in innovative marketing campaigns. A motivated and driven leader with a strong work ethic, entrepreneurial spirit, and a global mindset. Engaging presenter and keynote speaker. In-depth knowledge of business, sports, culture, entertainment, fashion, media, and the digital landscape.
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Brand PresidentK-Swiss Global Brands Nov 2023 - PresentLos Angeles, California, United States -
PresidentGarrett Leight California Optical Jul 2021 - Aug 2023Los Angeles, California, United States• Steered company back to growth and profitability post-Covid, with record year in 2021.• Created 3-year growth plan incorporating omni-channel growth strategy, G&A expense savings, margin improvement, product category expansion and operational effectiveness.• Aligned company around single brand vision and purpose, centered on California Vision.• Managing P&L, forecasting, pricing, margin analysis and work with CFO on cash flow.• Repositioned sub-brand Mr. Leight to allow for incremental growth and price diversification.• Oversee Operations, Logistics, IT, Legal and HR along with the commercial aspects of the business.• Created post-acquisition organization structure and transitioned to a new leadership team without disruption and with payroll savings.• Introduced performance management, Town Hall meetings, salary benchmarking and culture surveys. -
Brand President, Chief Brand OfficerK-Swiss Global Brands Jan 2016 - Jul 2021Los Angeles, Ca• Responsible for all aspects of the K-Swiss brand globally, managing revenue, operating expenses, profitability, and driving achievement of targets.• Turned US region around in year 1, from -25% future bookings to a revenue gain for full year 2016.• Cut global expenses by $10M and profitability improved by $3M in year 1.• Double digit revenue growth in 2018 and a return to global profitability in year 3.• Managed through two acquisitions, Eland Korea in 2013 and Xtep China in 2019.• Revenue generation through wholesale, direct-to-consumer, distributors and licensees. • Creation of brand vision and brand purpose, including consumer targets, consumer research, brand strategy and marketing direction, resulting in a breakthrough partnership with Gary Vee.• Creation of product strategy, including target segments, categories, pricing, and design briefs.• Creation of company values and positive, inclusive culture.
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Chief Marketing OfficerK-Swiss Global Brands May 2013 - Jan 2016• Lead the rebuilding of the flagship K-Swiss brand, focusing on competitive differentiation, and creating disruptive brand campaigns in the digital space.• Created a modern and differentiated brand platform around Entrepreneurship, on the premise that today’s youth want to be entrepreneurs more than athletes.• Partnered with famed entrepreneur Gary Vee to create the first signature sneaker for an entrepreneur, selling 50,000 pairs across 5 releases.• Created ‘The Board’ marketing campaign with Diplo, offering consumers the opportunity to work with K-Swiss on the brand relaunch, making real decisions for the brand.• Oversaw brand strategy, marketing, product management and product design for a portfolio of global lifestyle brands, including K-Swiss and Palladium.• Created overarching brand purpose for each brand, to forge authentic consumer connection.• Defined consumer targets, and consumer needs, to drive new product solutions.
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Vice President Of International MarketingPalladium Boots Jan 2009 - May 2013Westlake Village, Ca• Lead the global relaunch of Palladium, a heritage footwear brand acquired by K-Swiss. Starting from a $24M regional European business, created a globally relevant brand with $110M in sales in four years. • Starting from scratch, created brand I.D, brand positioning, distribution strategy, web presence, media planning, launch events, retail model and trade shows.• Created ‘Engineered for City Terrain’ brand platform, executed in 75 countries around the World.• Created innovative brand campaigns including digital content and short films, with Johnny Knoxville and Pharrell Williams, in partnership with Vice Media.• Created product collaborations with Stussy, Maharishi, Neil Barrett and others.• Drove global distribution strategy, product direction and all product initiatives.• Oversaw Palladium US retail store design, openings, marketing, and merchandising initiatives.• Work with colleagues around the world to ensure regional implementation of the global strategy. -
Vice President Of MarketingPuma Group Jan 2002 - Jan 2009Boston, MaOwned and implemented PUMA’s brand and marketing strategy in the North American market. Lead all aspects of marketing within North America, including:• Ground-up recruitment of 25-person marketing team.• Consumer definition and segmentation.• Media strategy and planning.• Branded content and advertising development.• Sports marketing, including soccer, baseball, running, golf, action sports and motorsports.• Athlete and celebrity endorsements (Ludacris, Travis Pastrana, Johnny Damon).• Entertainment marketing, including product placement on TV and movies.• Retail marketing, to drive traffic to PUMA stores.• Broad based co-op marketing campaigns to drive sell thru at wholesale accounts, such as Foot Locker, Champs, Journeys, Nordstrom, Dicks.• Point-of-Sale and in-store merchandising.• Innovative niche marketing and influencer programs.• Developed and launched PUMA’s ‘Employee Charter’, a series of benefits and programs to enhance employee motivation and retention. -
Group Manager, Software MarketingLotus Development Corporation Jan 2000 - Jan 2002Boston, MaCreation of marketing strategy, value propositions, offers and marketing tactics to target business contacts with technology solutionsIdentify prospects and create compelling offers to generate new leads for software sales team.Lead and manage a team of 8 marketing executives and a $2M marketing budget.
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Mid Tier Marketing ManagerLotus Development Corporation Jan 1995 - Jan 2000Lead a team of 6 marketing managers to design and execute integrated marketing programs targeted at key decision makers in the mid tier market segment (customers with 500-3000 employees) to generate qualified leads.
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Business Partner Marketing ExecutiveLotus Development Uk Jan 1990 - Jan 1995Development of recruitment, accreditation and incentive programs for authorized resellers.Development of marketing programs to drive sales through designated channels, such as direct mail, trial software programs and local seminars.
Frequently Asked Questions about Barney Waters
What company does Barney Waters work for?
Barney Waters works for K-Swiss Global Brands
What is Barney Waters's role at the current company?
Barney Waters's current role is President at K-Swiss.
Who are Barney Waters's colleagues?
Barney Waters's colleagues are Gayelor Lor, Bugis Pasolle, Naveen Ram, Groovy Koala, Peerapat Kanchanaprasert, Krisztina Rafael, Dido Anocha.
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Barney Waters
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