Fair Harbor is a sustainable lifestyle brand launched in 2014 by siblings Jake and Caroline Danehy. The purpose-driven label began with the simple goal of reducing plastic waste in the water and at the beach. Since then, Fair Harbor has transformed more than 27 million recycled plastic water bottles into innovative, coastal casual apparel. The company has since expanded into numerous categories as part of its evolution into a full lifestyle brand for the entire family.

As Chief Marketing and Customer Officer, Bethany oversaw full-funnel marketing efforts including Brand, Creative, Performance Marketing, Retention, eCommerce, Amazon, and Retail stores. Full P&L accountability demonstrating high financial acumen and a profitability-oriented mindset. Mizzen+Main is minority owned by private equity firm L. Catterton.

Originally started as an online-only DTC brand, Mizzen+Main has now branched into the wholesale and retail markets with eleven stand-alone stores and over six hundred wholesale partners, including Nordstrom. Bethany led the unique brand of Mizzen+Main into its next stage of growth by encouraging the expansion of the product line as well as handling every customer touch point—from traditional advertising to athlete partnerships and everywhere in between.

Led the growth ambition of Ivory Ella's marketing and product strategy ensuring a consistent brand voice across all consumer touchpoints. Charged with creating and building a long-term emotional connection with Ivory Ella customers that grew brand awareness, drove traffic (new and existing), conversion, engagement and profitability that exceeded goals. Direct Reports included: Marketing (Performance, Creative, Social Media, Influencer, PR), eCommerce, Retail, Product Design, and Merchandising with full P&L responsibility.

Consultant who works collaboratively with clients to develop brand positioning, digital marketing, and merchandising strategies to grow their vision and exceed expectations.Previous clients:Women's Creative Direction - The North FaceHead of Brand and Marketing - Luminary, New York City’s premier membership club for womanHead of Growth Marketing - Digitally native footwear startup, Ally Shoes

Agile country leader in developing and implementing a comprehensive US growth strategy in a global, high fashion, entrepreneurial environment. Accountable for North America P&L – Marketing, eCommerce, Product, Retail.Led all aspects of the consumer experience inclusive of Brand Marketing, eCommerce/Stores, Wholesale and DTC product assortment, Design, and Visual presentation.

Women’s and Men’s Footwear revenue in excess of $140 million.Responsible for DTC merchandising, buying, design, and sourcing functions in Footwear for eCommerce and 165 stores. Managed all aspects of assortment and financial strategy, pricing, P&L, marketing, and product launches for an omni-channel experience. Established seasonal merchandising strategy, line plan assortment and built footwear product creation to market delivery calendar.Developed factory matrix and social compliance.DMM Men's Footwear 2011-2014

Managed over $450 million across 3,500 stores in the US.Set and developed the overall women’s seasonal strategy, financial plan and merchandise direction. A consumer-centric merchant achieving the highest comp sales increase in the apparel division.

Conceptualization and launch of Under Armour brick-and-mortar stores.Collaboratively created the vision, established the team, drove the process and fully managed the P&L. Developed an exclusive DTC assortment with UA design, and established a strong foundation for Under Armour’s Retail Division. The first Under Armour specialty store launched in Annapolis, Maryland and was named Retail Store of the Year by Chain Store Age and Store of the Year by the Retail Design Institute.

Managed $45 million in annual revenue for eCommerce and 64 Cole Haan Specialty stores.Nike Air technology was merged with Cole Haan’s luxury constructions creating a whole new category of shoes and evolved the company into a lifestyle brand. Sales plans were exceeded and a strategic foundation for explosive growth was laid for the brand.

Managed $20M in sales, negotiated with over 50 luxury vendors, and received Bloomingdale’s Buyer of the Quarter. Comprehensive knowledge base of vendor negotiation, strategic planning, assortment selection, financial responsibility, leadership, building high performing teams, and effective communication.