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 • Led creative direction and tied into digital marketing strategy, social media strategy, e-Commerce strategy, demand generation, events/experiential strategy, PR• Drafted and implemented Go to Market Strategy S18, F18, & S19• Launched all-new shoe category—organized FTM program with REI and strategic worldwide PR push• Built strong partnerships with VP of Product and VP of Sales on all strategies, initiatives and consumer insights• Worked closely with President and drafted marketing and e-Commerce reporting submitted to board• Grew e-Commerce revenue 6.7% ($19.3M to $20.6M in just 6 months, with $110K spend)• Directed e-Commerce strategy (Demandware platform), eComm team and affiliate OLM programs• Created new strategies and concepts for branding, advertising campaigns and marketing messages• Provided strong creative, strategic, analytical, organizational and communications skills• Created and managed global annual marketing budget: 11M• Brand asset and communication curation—best in class workbook S18 and F18—introduced innovative digital creative• Won coveted Best Booth Award at Salt Lake Outdoor Retailer trade show Summer 2017, which fostered business relationships with dealers, media partners and athletes to re-establish brand identity and integrity

• 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, Patagonia, Channel Island Surfboards, TSOVET, Lance Camper, Zio Baffa, Rinse Kit, Surf Relik and more• 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• Copywriting—catalogs, ads, campaigns, PR, social and web

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 separate product categories/disciplines, using multiple analytics platforms, strategized door growth in emerging mainstream markets• 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• Pursued fishing market, landing Dick’s Sporting Goods, Cabella’s and REI, leading to $450K sales year 1• Launched new line of consumer electronics, packs and apparel• Directed and managed sales meetings, trade shows and large arena sporting events that generated revenue/content• Managed agencies (analytics, PR, marketing, creative) and freelancers

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 York and Japan• 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• Strategized inline and outside vendor product mix, as well as developed store (regional) specific SMUs• Product development (creation) for brand including cut and sew garments, hats, tees and surfboard designs

Boston, Ma, Us