Eric Watterson Email & Phone Number

Tacoma, Wa, Us

Led all brand marketing, consumer experience, and integrated marketing for the iFit family of brands. Managed a $2B portfolio that includes Nordic Track, the world market share leader in treadmills, iFIT and SWEAT, global fitness subscription leaders, and Proform, one of the fastest growing mass market fitness brands. Headed strategy and GTM across eight brands, orchestrating new and existing product launches with innovative strategies driving 100% + YOY revenue growth. Built full Martech stack, including automated CRM marketing and media efficiency measurement with a ground-up MTA. Supervised a marketing team of 115 people responsible for brand creative, production, media, strategy, DTC, CPG, design, CRM, data analytics, PR, corporate communications, consumer insight, influencer marketing, digital content creation, and post-production. Successfully increased omnichannel hardware sales from $851M to $1.74B, with an additional $382M in subscription service billings.Optimized DTC website and UX efficiency with the redesign of primary PDP, leading to an 18% conversion improvement.Bolstered brand recognition from 38% to 91%.Spearheaded Global Olympic campaign with Michael Phelps and Alex Morgan, driving a 33% increase in high-performance traffic.Slashed CAC by eliminating $210M of inefficient media costs, maximizing global marketing budgets by $135M. Lowered creative costs by $14M, while increasing creative asset performance and volume.

Spearheaded implementation of Integrated Marketing across full DTC and retail channels. Introduced an Ambassador Program that recruited over 400 ProForm and Nordic Track influencers. Oversaw packaging designs and redesigns for over 2,000 CPG SKUs across eight brands, building layouts that distinguished individual products while remaining true to the overall branding. Aligned DTC and E-commerce marketing with all messaging and retail packaging. Transitioned the business from brick-and-mortar retail partners to DTC performance. Amplified revenue from $80M to $398M by establishing a full-service in-house marketing agency producing top-tier CPG design and digital marketing content at a fraction of the cost slashing content creation time from six weeks to six days. Supported CPG marketing efforts in 36K+ retail locations worldwide Founded The Global Fitness Summit, an annual summit of the world’s largest fitness retailers, thought leaders, and trainers, currently in its 17th year.Optimized Domestic Nordic Track & ProForm websites and launched sites in France, UK, Spain, Canada, Mexico, and Australia accelerating DTC revenue by 105% Launched Amazon partnership, building Amazon A+ pages and driving consistent YOY increases of over 300%.

Constructed two full studios with eight sound stages and 17,000 assets with patented interactive content to create wholly-owned IP driving subscription revenue and LTV while also creating SaaS licensing opportunities. Generated an interactive and immersive first-person exercise experience seamlessly integrated with machines. Built a team of over 400 world-class trainers, athletes, award winning directors, producers and crew members . Filmed engaging outdoor fitness content in eight languages, seven continents, eight modalities, and 26 countries. Facilitated Global Interactive Workout Content and Technology, compelling rapid subscription revenue growth. Expertly developed content and patented content creation technology, implementing various revenue streams from a community of active members in over 120 countries. Drove subscription revenue growth from $112K to $382M , accelerating memberships from zero to seven million.Secured more than 4.5M customer reviews with an average of 4.7 stars.Earned the first Emmy nomination for fitness content for Sports Emmy with “Everest: A Trek to Basecamp.”Pioneered interactive outdoor content in running, rowing , cycling, mountain biking, skiing, yoga, barre, strength training and studio classesLed SaaS content creation to acquire new enterprise customers Planet Fitness, Matrix, and Horizon EquipmentDecreased post-production time from eight weeks to two hours with introduction of live stream edit technology . Led outdoor content teams in Antarctica, Africa, Asia, Europe, and South America

Denver, Colorado, Us

Constructed a comprehensive startup marketing strategy, brand identity and guidelines, team, GTM, content distribution and social presence for a new brand. Identified unique filming locations for footwear marketing campaigns to introduce a new challenger brand. Acquired positive brand awareness through TV spots, owned and earned social media marketing, and the creation of a loyal brand community resulting in rapid sell-in to the specialty-run retail channel. Headed the first marathon in the US after the Boston Marathon bombing, printing thousands of “Boston Strong” t-shirts distributed to participants to build authentic brand loyalty. Filmed original brand assets in Utah, Norway, New Zealand and Running with the Bulls in Pamplona. Created brand guidelines; including brand voice, tone, visual identity, messaging, website, social media presence, ambassador program, packaging design, retail fixtures and GTM. Accelerated sales by 100% YoY by generating authentic social proof to create a loyal community. Successfully increased distribution to 1,600 retail locations Achieved Runner’s World Magazine “Best New Debut, Editor’s Choice” numerous times.

Led creative agency and in-house professionals to develop market-leading content for Nordic Track and ProForm with crucial collaborations with The Boston Marathon and Tour de France. Transitioned from 28.5 minute infomercials to short-form direct response spots with full digital ad support. Formulated award-winning DTC campaigns that boosted E-commerce and generated retail sales. Directed creative messaging for Nordic Track and ProForm. Composed performance marketing campaigns for Weider, Nordic Track, and ProForm. Established marque campaigns for Nordic Track partnership with Jillian Michaels. Led Distribution into brazilBolstered DTC revenue by 96% over three years, going from $80M to $157M. Successfully grew Nordic Track DTC sales for 26 consecutive quarters. Recognized by the Electronic Retailers Association for Best IP Short Form, Best Sports and Fitness Show, and Best

Responsible for growth and marketing markets in emerging markets in South America, Asia and Europe. Led distribution into Brazil and Latin America. Doubled distribution by negotiating joint venture agreement with largest fitness manufacturers in South America.Established sales and marketing offices in Mexico, India, Brazil and China

Designed product assortment and led marketing efforts for full kick scooter product lineup. Led design, packaging and marketing. Drove year one sales of $30M.

Bachelor'S Degree, English Language And Literature

Education record