Craig S. Email and Phone Number

Expert in driving research and development, merchandising, and product strategy across the USA, EU, and EMEA markets. Specializing in building and maximizing best-in-class product franchises across diverse distribution channels, I aim to elevate brand presence and enhance consumer experiences. Committed to sustainability, I integrate circularity and end-of-life solutions into product development to create a positive impact on the environment and society.

Inspired the Design, Development and Merchandising teams to deliver innovative world-class products that meet consumer needs through a multi-channel distribution. Drive overall product vision and execution for the Speedo Equipment and Footwear divisions representing over $120M and 55% corporate revenue.Identify new growth opportunities and deliver ground breaking product platforms and halo technologies to drive a complex multi-channel product segmentation strategy. Effectively worked with high profile performance athletes and industry experts (Michael Phelps, Laird Hamilton and EXOS) to launch award-winning product capsules that evolve the Speedo brand and redefined consumer perception.Responsible for all functional aspects of a US/Asia Merchandising, Design, and Development that delivers multi-season product launches. Lead and inspire product design/development teams in US and Asia for Hardgoods product encompassing Goggles, Accessories (Equipment, Training, Electronics, Headwear, Caps, Packs, Begin-to-Swim) and Footwear Divisions. Partner closely with all cross-functional teams (global sourcing, production, sales, merchandising, marketing, finance, planning and forecasting) to ensure a cohesive go-to-market strategy.

Directed a Merchandising and Design team representing all Hardgood products for a multi-channel distribution. Drive strategy, product innovation, development and merchandising for Footwear and Equipment.Implemented overall brand and Hardgood strategies to deliver against seasonal product initiatives. Lead entire product creation and development process including prototype reviews, development meetings, concept kick-off, line freeze and line close. Partnered with Sales to pre-line with key accounts and developed SMU product collections to meet commercial opportunity and uphold budget requirements. Analyzed sales revenue data, patterns and trends within each product category, which identified unique sales opportunities within the industry and informed product development rationale.Partnered with Planning/Forecasting to ensure product viability throughout the process; maintaining annual forecasts, SKU management and planned revenue against growth targets. Partnered with Production and Operations team and built strong relationship with core vendors and suppliers, understanding their capabilities and aligning their strengths to meet a global sourcing and supply chain strategy. Collaborated with Hong Kong sourcing office and China development teams to ensure new solutions were applied to solve innovative product ideas; understanding the current manufacturing environment and the relative cost of goods.

Directed a Merchandising and Design team representing Goggles and Accessories for a multi-channel distribution. Directed seasonal lines plans and managed the critical path that ensured on time calendar execution, which included specs, costing, prototypes and production approval. Collaborated with internal and external design teams to execute product brief, tech packs and product samples to support the product vision and consumer strategy.Managed the go-to-market calendar and ensured on-time execution for all product briefs, category segmentation documents, line plans, presentations, tech packs, spec sheets, and margin targets, while interfacing with all product managers, developers and merchandisers to ensure data was consistent and accurate with seasonal requirements. Upheld product viability and quality standards for sampling, testing via consumers/athletes, product performance, laboratory tests, refinement and pre-lines with sales and merchandising.Collaborated with marketing team to ensure the product vision and feature set was communicated accurately across all media channels and packaging related materials, including structure, POS, hang tags, catalogs and sales collateral. Conducted product proposals and line reviews both internally and externally to domestic and International audiences.

Developed and implemented online marketing rewards and loyalty website with more than 225+ brand retail partners. Core consulting responsibilities included project management, brand identity, copy writing, partner and vendor relationships and website development.

Spearheaded overall strategic marketing and product plan to grow leading technical equipment manufacturer sales by more than 200% YOY. Led brand and product strategy across core retail channels including mass, sporting goods, team and off-price. Extended brand leadership positioning and established strategic partnerships with the United States Masters Swimming, United States Swim School Association and American Swim Coaches Association. Launched e-commerce shopping website, which provided a new revenue channel and streamlined operations such as inventory management, shipping and accounting. Managed budget and product pricing strategies to increase margins, market share and profitability.