▪ Build the Oakley optical category from the ground up, including recruit and train the sales team, marketing product and targeting stores.▪ Drive sales of frames, sunglasses and genuine prescription lenses in all independent optical stores▪ Maintain relationships with key national accounts to ensure adequate stock levels of suitable product.▪ Identity and execute shop in shop opportunities for the brand.▪ Build and deliver training programs, both online and face-to-face, instore and larger event settings.▪ Work closely with Marketing to build assets suitable for the AU/NZ markets.▪ Represent Oakley Australia in the US.▪ Ensure the Oakley brand culture pervades all sales team activities.

In this role I was responsible for spearheading the launch of the Oakley Optical Division - a new focus for the Oakley brand. This was from conception through to execution, including the development of distribution channels, product ranges and the national sales teams in Australia and New Zealand. In this time I successfully grew the optical account base from 50 to 540 doors which resulted in double digit sales growth year on year. I was also instrumental in Oakley’s acquisition of The Bright Eyes Group - a 140 store specialty retail chain (Franchising and Direct Retail operations). I also conceived, developed and launched Oakley's annual roadshow event which resulted in a 20% increase in sales on PY.

In this role I refocused Oakley retail distribution from "surf only" to incorporate optical and lifestyle doors throughout NSW. I successfully built relationships with key accounts including Surf, Dive & Ski, Shady Haze and General Pants. As a result I successfully increased sales from less than $1 million to $4 million in 3 years - with my agency selling more optical product in Sydney than the rest of Australia and New Zealand combined.

Built the complete licensing program to support Super LeagueBrokered the first ever whole league umbrella deal for player kits with Nike Realigned the brand with premium apparel licensees including Nike

Launched the children’s division and signed the first ever “Bananas in Pyjamas” licenseManaged two of the biggest grossing (merchandise) tours, U2 Zoo TV and G’n’R Use Your IllusionSigned numerous licenses including Jurassic Park, Jack Daniels, Disney, The Late Show, Triple J, ABC, Stone Temple Pilots, Iron MaidenSales doubled in 3 years