Devon Howard Email & Phone Number

Salt Lake City, UT, US

• Within contracted timeframe, successfully devised and implemented Go to Market Strategy for complete brand turnaround, leading to the first time in 5 years BD had a quarter of YoY growth (5%)
• Led all marketing activities and channels, with full ownership for all metrics and consumer insights
• Rebuilt marketing team to align positions and team with new needs of brand.
• Mentored, trained and led team from beat-up and deflated to best-in-class marketing department (lacked marketing leader for previous year-and-a-half)
• Rebuilt failed marketing team’s strategies, activations and platforms
• Devised, scripted, directed, executed and implemented all-new branding creative, messaging and content

• Lead full service agency that builds innovative, disruptive digital marketing and branding strategies/messaging to connect youth culture markets with multiple Outdoor & Action Sports brands like: Black Diamond.
• E-Commerce strategy, platforms, CRM, SEO, creative and experience (Demandware & Magento)
• Consumer insight and market study services—OLM strategy built from analytics
• Working with virtual teams of creatives for projects ranging from rebrands to website strategy to broadcast commercials
• Rebrand & Creative Services: Robust art team to deliver all asset needs (digital, eComm, video, social, commercial)
• Athlete and key influencer development, positioning and management

Carlsbad, California, US

• Managed annual marketing budget of $5.3M for leading action sports/outdoor eyewear brand, directing and leading all marketing efforts for a total brand turnaround, resulting in 13 consecutive quarters of growth in 11.
• Directed e-Commerce strategy and operations, including all online marketing activities and channels—with full ownership for all metrics, consumer insights and affiliate OLM programs
• Drafted and drove forth Go to Market strategy plan for 7 seasons
• Grew annual revenue from $37.8M to $42.3M, re-setting the brand’s identity and relevance in the action sports industry
• Guided media push and trade show participation, receiving 200+ non-endemic PR hits per year, including features in Outside, Sports Illustrated, ESPN, Bloomberg and Cool Hunting publications
• Created disruptive “See Happy” campaign which included vivid product color changes to re-boot the brand messaging

Ventura, California, US

• Devised the Patagonia Surf Story campaign (a company marketing initiative) by opening a series of brand evangelizing stores designed to win dealers and customers worldwide in Cardiff-by-the-Sea, Spain, Australia, New.
• Created new Surf channel wholesale demand, generating $5M initially, growing profitably to over $60M in annual revenues by 2011, which led to establishing the brand as a legitimate player in the Surf market
• Patagonia has achieved a brand value of over $1B, with the Surf Category contributing over $150M annually
• Created and implemented surf specific marketing concepts—including large-scale community events, brand content development, social media content development and robust digital advertising campaigns
• Built brand authenticity for Patagonia in local communities using world-class customer service, store merchandising, retail marketing, PR, local influencers and frequent community events
• Conceptualized & directed custom (inline/outside vendor) merchandising strategies and installs

Boston, MA, US