Justin Hoffman Email & Phone Number

Carlsbad, California, United States

- Lead the global product vision and strategy for all fitness, sport training, outdoor, and foot care brands. A portfolio of 20+ brands.- Managed the 3 year product pipeline for all projects totaling over $300 million in sales. - Responsible for all product revenue, gross margin, and SKU contribution. Ensured financial objectives of the company were achieved.- With input from sales and brand marketing, determined global pricing and channel strategy to meet revenue and margin goals- Established new product opportunities through extensive market research and customer insight. - Developed business cases for all new products. This included new pricing targets, sales channel strategy, forecasting, and R&D investment return.- Worked directly with R&D, Engineering, and Design to develop a multi year category development calendar for on-time delivery- Trained internal and external sales team on product, marketing support, and distribution strategy- Worked cross-functionally to ensure the smooth transition of product from ideation through production, sales, support, and eventual end of life- Evaluated existing product line gross/net margins to ensure they were meeting the financial objectives of the company- Established key relationships with buyers at Dick’s Sporting Goods, Walmart, Sam’s Club, Costco, Academy, and Target.

Carlsbad, Ca

- Member of the Executive Leadership Team- Defined the product roadmap and go-to-market strategy for the $21 Million Lifestyle Category- Responsible for all revenue, gross margin, and SKU contribution/rationalization- Determined global pricing and channel strategy to meet revenue and margin goals- Established new product opportunities through extensive market research and customer insight. New products saw an averageincrease in margin of 5%.- Developed business cases for all new products. This included new pricing targets, sales channel strategy, forecasting, and R&Dinvestment return.- Worked directly with R&D, Engineering, and Design to develope a multi year category development calendar for on-time delivery- Trained internal and external sales team on product, marketing support, and distribution strategy- Worked cross-functionally to ensure the smooth transition of product from ideation through production, sales, support, and eventualend of life- Evaluated existing product line gross/net margins to ensure they were meeting the financial objectives of the company

• Developed and implemented all aspects of the GTM strategy across all domestic and international markets, including: market and competitive analyses, developing product lines, creating multi-channel marketing campaigns and collateral, and establishing distribution • Responsible for all design, development, and sourcing for all hockey products.• Create artwork for multiple skateboard wheel brands• Responsible for all consumer direct marketing, social media, website, and in-store dealer marketing programs for Labeda Hockey and Level1Elite Fitness.• Developed materials and components in accordance with corporate and product-specific standards, timeline goals, and tracked and approved all new developments and existing components.• Directly managed product design and development process throughout entire production lifecycle

Chicago, Il And Bratislava, Slovakia

- Responsible for all gear for Team USA for the 2017 IIHF World Championship- Perform Daily Equipment Management Duties - Responsible for all hockey team equipment and establishing processes to receive and examine stock to verify conformance to specifications- Serve as the primary liaison to all players, coaches, and staff for the Team USA- Manage inventory and develop effective equipment distribution and return procedures.- Ensure proper IIHF Rules for equipment management are followed. - Oversees the proper daily maintenance of hockey equipment to include laundry and storage of practice and game uniforms.

Mission Viejo, Ca

- Created the Alkali brand and all products – recognized as one of the top hockey brands with sales of $5MM within four years- Responsible for market and competitive analyses, developing product lines, creating multi-channel marketing campaigns and collateral, and establishing distribution - Achieved market share growth of 28%, and a yearly revenue growth of 32%- Responsible for all consumer direct marketing, social media (Instagram/Facebook/Youtube), website, and in-store dealer marketing- Sourced and managed global vendor relationships – identified and managed manufacturing through contract and pricing negotiations and establishing KPIs and SLAs around quality- Directly managed/created product design and development process throughout entire production life-cycle - Managed a team of three internal employees, and a sourcing team of six in Asia- Created all forecasts and purchases for entire product line

Carlsbad, Ca

• In conjunction with VP of Product, oversee all product design, packaging, and development for Adidas/TaylorMade golf bags, gloves, hats, belts, socks, travel gear, and accessories• Grew TaylorMade Golf Bags from the #5 brand to the #2 at retail. This was achieved by improving quality, functionality, durability, and innovative designs.• Manage a staff of three Product Developers and four internal Industrial Designers/Graphic Artist, as well as an outside design team of six.• Oversee and execute all SMU’s for all International Customers, Major Domestic Customers (customers such as Dick’s Sporting Goods, Golfsmith, The Sports Authority, and Adidas Outlets), and specialty green grass accounts.• Create all Hang Tags, Packaging, Instruction Manuals, and work directly with internal graphic artist in creating catalogs.• Develop and manage the overall product strategy.• Ensure the profitability of all products in the category.• Oversee all design, sourcing, and manufacturing• Extensive knowledge of costing for both domestic and international markets• Presented equipment line at sales meetings, board meetings, large buying groups, and individual shop owners.• Closely monitored, tracked, and reported to upper management the success of entire development and launch process, including sampling and production.• Created an international direct sock program that created close to $1,000,000 in revenue

Montreal, Canada And Irvine, Ca

• In conjunction with VP of Roller Hockey, oversee day-to-day operations of Company’s $15 million roller hockey category including all marketing which encompasses advertising, point-of-purchase programs, catalogs, and marketing tools for an outside sales force.• Supervise a staff of 10 including marketing manager, promotions manager, junior developer, engineers, and in factory Asian quality control inspectors.• Manage an annual R&D budget of approximately $1,100,000.• Ensure the profitability of all products in the category.• Work in close conjunction with Purchasing Manager and Sales Managers to deliver product on time to retailers.• Manage the entire product life cycle as well as launch plans, pricing, testing• Direct development and manufacturing of all Company product lines including, roller hockey skates, protective gear (e.g., gloves, pants, girdles, and shin, shoulder, and elbow pads), goalie gear, sticks, and accessories.• Increased profit margins 15% at Mission Hockey between 1998 and 2006 by negotiating optimal product costing.• Responsible for all stages of design and development for each of the following categories: Skates, Roller Hockey skates, Goalie Equipment, Protective Gear, Roller Hockey Pants, Hockey Pants, and accessories.• Established alternative manufacturing sources for all Roller Hockey products, which in turn created an increase in Mission’s ending margin by an average of 15%.• Developed and implemented an equipment bag, soft good, sublimated jersey, and accessory line, which was virtually non-existent in the past. This business has expanded into a million dollar plus segment today.• Direct involvement with NHL players and the building of their custom products. Using their information/feedback and working with our Asian suppliers to create not only custom products for the player, but taking ideas and concepts and bringing them to our retail products.• Experience in working with outside design companies.

Costa Mesa, Ca

International Sales Manager • Developed internationals sales via the use of distributors and licensees, which expanded from one country to fifteen. • Generated a consistent revenue stream via distributors and licensees.• Tracked orders, shipments, and sales for all countries outside of the US.• Participated in International and domestic trade shows Warehouse Manager • Responsible for all order fulfillment, inventory, warehouse staff, and incoming product deliveries.