Eric Carlson Email & Phone Number

Portland, Or, Us

Portland, Oregon Metropolitan Area

I give early-stage, founder-operated, or functional leaders access to powerful market knowledge that drives their growth strategies, go-to-market efforts, team building, resource planning, and actionable plans. I share my deep passion for winning across omni-channel markets through transparent communication and focused deliverables. For companies serving the Outdoor, Snow, Cycling, Surf, and CPG markets, I build product, sales, marketing, supply chain, distribution, and omnichannel go-to-market roadmaps that bring your brand's purpose to life. Don't know what that is? Let's define it together and unlock real growth. From there, we prioritize ideas, outline stretch goals, and align the team's energy. Let’s connect and inspire growth together.

Carlsbad, California, United States

Inside the Australian market-leading house of brands, I was directly responsible for all aspects of the America's marketplace for financial performance, go-to-market activities, wholesale & retail sales, e-commerce, merchandising, brand marketing, social media, ambassadors, people & culture, warehousing & distribution. I led a multi-brand and multiyear omnichannel growth strategy at a local, regional, and national level. We opened key account partners @Nordstrom and @Anthropologie. We grew our independent retail doors by 220% and created a full-funnel digital marketing strategy to elevate e-commerce sales to over 25% of total business. Our brands Creatures of Leisure, OTIS premium eyewear, Sito Shades sunglasses, and Layday towels are based on creating premium consumer experiences, strong value for money, and authentic connection to active, beach, and outdoor lifestyles. With our B Corp certification, we showcased our commitment to doing business in a better way across all of our touch points.

Portland, Oregon Metropolitan Area

With global P/L responsibility and reporting to the CEO of the parent company @Safilo, I drove 60% revenue growth (10% CAGR) through innovative introductions across omnichannel and international market developments. I developed a world-class and professional team of in-house design, engineering, creative, product management, merchandising, marketing, go-to-market, and e-commerce that authentically brought our brands and products to life. I created a reliable network of outside resource partners to inspire and supplement the work of the internal team. My team adopted a “digital first” culture and overhauled our DTC strategy to re-platform our global e-commerce using @Salesforce Commerce Cloud. We created patented technologies and designs that won awards, advanced our supply chain, increased logistical efficiencies, and increased our market-leading % of share.I owned our annual CAPEX planning and ROI analysis. I modernized our multi-function "dates & gates" timeline milestone process to include all functions and lead toward a "no-miss" go-to-market approach while enhancing our consumer-centric approach. I championed the growth of retail partnerships with key accounts like @AlterraMountainCompany, @REI, @ Nordstrom, @DicksSportingGoods, as well as independent retailers @Evo & @RiverCityBicycles.

Portland, Oregon Metropolitan Area

By working cross-functionally, I leveraged our excellence in operations, sales, marketing, and finance to create a product-led growth business. Transitioning from open-sourcing to in-house innovation, design, prototyping, and product creation increased our Average Sale Price (~ +80%), Gross Margin (~ +30%), and Market Share ( ~ +60%).I drove the creation and launch of new product categories and business units for:SMITH snow helmets, SMITH bike helmets, and SMITH optical framesSUNCLOUD brand sunglassesFORECAST brand sunglassesI co-created the patented ChromaPop™ lens technology that offered enhanced visual experiences across the Snow, Water, Dirt, and Military eyewear markets.I founded and managed the in-house Creative Department to develop all annual in-store POP, digital content, product graphics, coloration plans, and worldwide visual communication campaigns.I crafted the first sustainability initiative called Evolve™ and reduced the environmental impact of product materials, packaging, shipping, and in-store materials. I led the creation and production of a global in-store display and merchandising program that elevated brand perception, increased the consumer try-on experience, and drove higher sales volumes at trade shows, consumer events, and retail.I found and mentored world-class talent that uniquely added to the culture and brought never-done-before ideas to life.

Ketchum, Idaho

By applying consumer-centric insights, I directed all global product design, engineering, packaging, and merchandising strategies for SMITH OPTICS branded Sunglasses, Prescription frames, Snow goggles, Motocross goggles, Snow helmets, SUNCLOUD branded Sunglasses, FORECAST branded Sunglasses, and all private label customers.Through the creation of our first annual development and go-to-market calendars, I decreased our time to market and increased our in-store presence through best-in-class arrival dates. I was an integral part of the senior management team to set short, mid, and long-term company directives across business growth, brand development, supply chain strategies, sales campaigns, organizational structure, talent development, capital expenditure plans, annual budget targets, and corporate responsibility initiatives.

Ketchum, Idaho

The Sunglass Product Manager is responsible for all design and development of all SMITH branded sunglasses. This role leads all design, prototyping, and product specification efforts. Additional support is given to all sales and marketing efforts within technical training, marketing campaign development, key account assortment presentations and planning, and sales analysis. Direct communication with international factory representatives and operations/purchasing teams is a core requirement.

Ketchum, Idaho

The Goggle Product Manager is responsible for all design and development of all SMITH branded snow and motocross goggles. This role leads all design, prototyping, and product specification efforts. Additional support is given to all sales and marketing efforts within technical training, marketing campaign development, key account assortment presentations and planning, and sales analysis. Direct communication with international factory representatives and operations/purchasing teams is a core requirement.

Ketchum, Idaho

This role was directly responsible for the development and management of all regional and international promotional and sponsorship activities for skiing, climbing, kayaking, and all other 'miscellaneous' outdoor activities. Programs developed include all athlete retainer and incentive contracts, local professional guide and key influencer programs, all film/movie tours and sponsorship, and all photographer contracts and athlete photo shoot planning. If you wanted something free from Smith, you talked to me. I just made sure that the brand was getting the maximum promotional value from your athletic endeavors, film, photography, or guide services.