Rob Murdock Email & Phone Number

Austin, Texas

•Officer and member of the executive team that took YETI public, fan of the brand, believer in bringing people together to share the great outdoors •P&L responsibility for all e-commerce channels and YETI-owned retail stores in the US and around the globe•On a mission to share our remarkable products and tell our brand story in digital and physical retail around the world

Austin, Texas

•Led the charge to "put more badass YETI products in the hands of more consumers" by leading product innovation across all categories and channels and broadly expanding the product portfolio•Drove all category management and development staff from idea inception and consumer research through design, development and life-cycle management •Developed product roadmap, consumer segmentation and strategy•Built a world-class team drawn from multiple industries and market-leading brands to nurture, develop and bring to life ideas that challenge the status quo•Plotted the demise of mediocre, disposable outdoor products

Portland, Oregon Area

•Member of the executive staff and officer of publicly held fitness equipment company (NYSE: NLS) tasked with reinvigorating product and business model innovation enterprise-wide, following record-breaking success launching new products and services in the Direct-to-Consumer (DTC) business over the preceding five years •Managed all engineering, prototyping, testing, industrial design, user research, product planning and product line management resources: staff of 75, annual spend more than $12M •Spearheaded the overhaul of product planning, innovation and stage gate processes, with wins that included: –First Direct-to-Consumer (DTC) strength product debut in more than a decade –Market-leading wireless and mobile app integrations across multiple price points and channels –Red Dot design awards (MAX Trainer / SelectTech 560) –Extended warranty program launch (>$2M in sales generated in first 90 days) –Content-on-demand partnership with Daily Burn•Established rigorous resource planning and management methods to maximize return on R&D investment while in parallel exploring expanded supplier partnerships to outsource development of commodity categories•Led product line teams and executive stakeholders through opportunity assessment insuring that brand fit, consumer need, market access and company capabilities align with investment and launch timing •Developed 3-5 year roadmap of key technologies, IP, market segments and product/service categories •Leveraged DTC experience in China domestic market to shape international retail and DTC strategy•Championed consumer insights – qualitative and quantitative methods – to inform and improve products and customer experience, introducing regular satisfaction and service level measurements, NPS surveys, and product-specific concept, claims and message testing•Recruited, inspired and developed a world-class team and cultivated a culture of innovation

Vancouver, Washington

•Managed all sales, marketing and contact center functions in DTC division with >$225M annual revenues, >$60M in marketing spend •P&L responsibility during five years of record-breaking revenue and profit growth that defied industry trends: –Revenues up from $107M to $226M, 20% CAGR –Gross Margins improved from 54% to 63% (25% CAGR) –92% CAGR in Operating Income improvement (18% 2015)•Drove shareholder value accretion by contributing 65%+ of company revenues and profits, helping to propel the stock price from $1.46 in Aug 2011 to >$18.00 in July 2016, a greater than ten-fold market cap increase •“Dotted line” responsibility for product line management and product development functions, company-wide responsibility for customer care, consumer insights/market research and PR/corporate communications •Championed and led key strategic initiatives including: –Development of DTC business in China –M&A (concluding in successful purchase of Octane Fitness in 2015) –Monetization of social media and chat platforms, ecommerce platform re-architecting –Consumer finance automation –Refinement of corporate mission, vision and values •Recruited, developed and motivated a highly capable, cross-functional team of more than 150 staff ranging from hourly contact center employees to vice presidents

Vancouver, Washington

•Responsible for all aspects of marketing within the DTC Business Unit (~$125 Million 2009 revenues) from opportunity assessment and product definition, through creative direction, budgeting, forecasting and execution•Developed and managed $40M+ annual direct advertising budget spanning multiple media (television, print, online) in the US and Canada, provided weekly in-depth analysis of media performance, drove accountability for results •Pioneered an integrated, strategic approach to the 4Ps – results included the company’s first fully integrated product launch, featuring a national BRTV and DRTV campaign, an immersive web experience, awareness and DR print campaigns, direct mail and email campaigns and a series of consumer-facing product demonstration events •Led business forecasting process and managed annual operating budget of ~$10M to deliver consistent profitability gains despite consumer spending and credit collapse throughout the recession•Cultivated within the team a deeper understanding of business results and the impact of critical decisions by refining existing analytics including weekly revenue analysis, price/campaign testing and media metrics •Expanded business online by completely re-tooling DTC websites to drive increased traffic and conversion, investing in new online tactics (display, re-targeting, modified affiliate program, video and established a dialog with our consumers and prospects via various social media platforms•Reestablished catalog business profitability by increasing revenue per book 19% while reducing expenses by 10%•Optimized conversion stream – including segmentation testing – while reducing costs by >$700K annually •Served as product champion and lead strategic expansion of DTC roadmap into lower price offerings•Supervised and developed team of 15+ marketing professionals

Vancouver, Washington

•Drove near and long-term strategic product planning in a global, matrix organization across all geographies and product categories in retail, commercial and DTC sales channels ($500M+ in total revenues, 100s of SKUs)•Led cross functional teams through lifecycle process from competitive analysis, consumer insight synthesis and business case planning to product development, launch, sustaining and retirement•Set corporate product technology strategy and efforts to commercialize new IP across all brands and channels •Championed new business opportunities including adjacent categories, new price points and licensing agreements •Served as product evangelist by delivering sales training to field team and presenting new products to key partners•Managed corporate market research plan and budget, sought to develop partner relationships with complementary brands, athlete/endorsers, industry groups, and technology providers to drive business growth and brand relevance•Renegotiated key contracts and overhauled organization of national network of >20 trainers and fitness experts to deliver self-sustaining indoor cycling training program•Supervised team of 11 product line managers and developers

Portland, Oregon Area

•Managed corporate roadmap, drove marketing strategy and led “cradle to grave” product lifecycle planning for $65M manufacturer of digital displays and signage software with operations in the US, Europe and Asia•Coordinated brand and product integration of two major acquisitions (US and Europe) to rationalize product offerings while growing revenues nearly 100% in 12 months •Developed new business and channels – including $5M in OEM deals with market-leading brands in new verticals •Actively shaped pricing, promotions and forecasting with comprehensive market analysis including breakdown of customer requirements, macro factors, value chain, historical performance, competitors and channel dynamics •Served as customer advocate and product evangelist by delivering ongoing training to sales force and channel partners, while managing communications with press and analyst community•Crafted go to market strategy for all products and services, managed strategic partnerships with third-party providers of complementary technology, key customers and vendors•Managed product marketing team with staff in US and France

Portland, Oregon Area

•Managed roadmap, strategy and development efforts for more than a dozen products in the ultra-premium projector category ($50M+ 2003 revenues), conceived and launched flat panel category •Initiated and sustained critical alliances with vendors, OEMs and development partners in North America, Japan and Taiwan, including efforts aimed at commercialization of new technologies and expansion into new categories •Developed “solutions” products strategy, extending the product line to include new networking and management software, installation and connectivity tools, and other high margin accessories •Served as customer advocate, trainer and category expert to channel partners, creative agencies, press and investor community, analysts, sales force and executive management•Represented marketing and sales functions on team selected to overhaul and redeploy strategic planning and product lifecycle processes•Led new opportunity business case analysis (“Phase 0”), competitive benchmarking and development project prioritization process•Provided regular sales forecast oversight and business performance evaluations for sales teams in the Americas, Europe and Asia

Portland, Oregon Area

•Led cross-functional OEM product development teams of 15-20 people with an average project budget more than $1 million – customers included leading PC brands such as IBM, Dell and Gateway•Coordinated activities in support of five new product launches in the retail channel, including: collateral development, packaging design, pricing and hardware/software bundle development•Brought several new technologies to market including first-generation Intel components (processor and chipset platforms) and board architectures designed to enable revolutionary PC form factors •Designed and implemented $5 million cost savings initiative for product packaging •Managed schedule, budget, communication with customers, global issue resolution and resource planning •Pioneered “cradle to grave” product lifecycle management process

Portland, Oregon Area

•Developed and implemented marketing plans and communications for regional engineering consulting firm•Cultivated outside agency relationships and supervised creative projects from concept to delivery •Produced company’s first website, advertising, direct mail, press releases and feature stories•Managed new business development proposal/bid process across multiple functions (engineering, legal, finance, etc.) and sub-contractor partners – results included an unprecedented $1.5 million City of Portland design win

Master Of Business Administration (M.B.A.), Business Administration And Management, General, Dean'S Award

Activities and Societies: MBA Soccer Tournament Chair

Bachelor’S Degree, Political Science And Government, Summa Cum Laude

Activities and Societies: Arts Magazine Staff, College Radio DJ