Lead all functions within our business and product team in the fastest growing segments: inflatable watercrafts and nautical accessories.

Pelican International is a global leader in paddle sports category.My role is to guide my team from insight to shelf. We must understanding different consumer segments, uncover opportunities to deliver awesome products at each level, understand our brands and their potential, create strategic product portfolios and then initiate the development in coordination with the R&D team, all the way till it reaches our consumer.

Led the strategic business direction and product creation process of CCM Hockey's skate category

Headed the business management of the hockey skate category with a particular focus on leading the product management, design and quality functions of the business unit. The responsibility of my team began at the product brief, and continued on through concepts, industrialization, all the way to go-to-market launch of our hockey skates - both among professional teams and across our retail channel.

Responsible for the product marketing of over 250 hockey skate models and accessories from Reebok and CCM Hockey brands.The key was to constantly stay in touch with our target market (hockey players) and our dealers. That way, I provided guidance and direction to the development and design teams in their product-creation, innovation and costing decisions, in order for our company to profitably deliver products which offer the performance, durability and appeal our consumers want.

At FieldTurf. I developed and implemented many web and communications strategies in different geographical markets, based on in-depth market and competition analysis. My goal was always to find ways to influence decision makers and grow FieldTurf’s share in the sports construction industry. I constantly found ways to differentiate our products in an intensely competitive industry and helped the company achieve growth year over year. I enjoyed leading the team in designing innovative and engaging web and social media communications campaigns, deploying robust SEO/SEM strategies, and coupled it with brand and product line strategies tailored to each market, in order to successfully achieve leadership positions.

My initial role at FieldTurf was heavily weighted toward the communications component of marketing - managing website content, social media tools, and creating marketing collateral (brochures, video concepts, web and traditional advertising, PR, etc).Furthermore, much of the work I did was in support of our sales team, where I would create custom marketing tools designed to win specific construction projects.

Managed advertising projects for clients implementing consumer marketing campaigns. My role involved the coordination of client services, creative design, marketing strategies, contracts and budgets.