Manage wholesale sales for contemporary women's swim brand, Vitamin A. Establish new partnerships, distributors, reps and distribution for the brand while maintaining the foothold that this iconic brand currently enjoys.

I directed the sales and marketing team with a comprehensive strategy to modernise their business model and marketing strategy to allow the company to go direct to consumer. My responsibilities included creating a comprehensive roadmap to overhaul the go to market strategy, website, sales strategy, business model and company voice. In addition to my duties at head office I traveled in the field speaking to the sales associates to onboard and excite them about the changes being made.

I was lured back to Quiksilver a second time to launch their fitness brand under the Roxy name. After being there only six months I was then asked to take on more. In addition to managing the Roxy Outdoor Fitness brand I took on all things Roxy. This included managing a team that sold into ALL major accounts which included Macy's, Nordstrom, military, sporting goods, E Wholesale, in the U.S. and Canada. Seven months later we reorganized again and went tri-branded. My responsibilities were then to manage the E Wholesale and Teen Chain business for all three Quiksilver brands (Quiksilver, DC Shoes and Roxy) My responsibilities included both apparel and footwear. My biggest successes were in growing the E Wholesale channel by 300% by creating relationships with Amazon and Zappos and Flash Sites. In the teen chain universe I was able to place some of our brands after they had gone dormant for some time.

Manage a sales team responsible for pioneering a new brand for Quiksilver. This in turn opened new distribution for the company.

As the Women's Sales Director for Oakley I was asked to create sales and marketing strategies to bring attention to Women's in what has always been a male dominated company. When I arrived women's represented only seven percent of the overall business in eyewear and apparel. I brought in a group of young women to work alongside the current reps to train and create enthusiasm around the women's space within Oakley. I led seminars across the country to train buyers, store clerks and sales reps on how to sell to women. I helped our in house retail team that works with Luxotica and Sunglass Hut implement a nationwide contest tied to the Summer Olympics that yielded incredible results. Penetration of sales for women's grew 4% during my tenure.

I brainstormed, created, produced, manufactured, marketed and sold a line of hip housewares. I had the idea to put prints and patterns on mundane household items that could be sold as gifts. I designed and sourced the goods in China. I created a website and marketing plan. The products were sold into high end home and design stores as well as clothing boutiques and hardware stores.

As the GM of women's for Hurley I was responsible for overseeing design, marketing, P&L, supply chain, demand planning and sales for all things Hurley women's. I restructured the design team and created apparel ranges that sold into Macy's, Nordstrom as well as surf. During my tenure we created an iconic style called the Winchester jacket that is still a key style for the brand and has been reinvented countless times over the last seven years. I aligned marketing and sales and product to create a cohesive brand story. I brought on a swimwear licensee and saw sales of swimwear grow from $500,000 to $4 million in one year.

I was recruited to Quiksilver to launch a contemporary women's line, named "Alex Goes"​. It was very much ahead of its'​ time as it contained moisture wicking properties and convertibility in fashion at a time when no one was doing this. It launched into all of the best boutiques in the country. It was shelved after September 11 when the company diluted all start up brands. I was reassigned to run sales for Roxy swimwear and accessories. In my six years in this position I took the swimwear brand from one to twenty five million and accessories from three to twenty seven million. I managed a team of 45 reps throughout North America. I was very much involved in design and the "special make up"​ process to create key styles for retailers such as Pacific Sunwear, Zumiez and Tilly's as well as Macy's and Nordstrom.