I am responsible for overseeing the day-to-day operations of the store, including managing the merchandising, staff, customer experience, layout, and appearance. My duties involve identifying opportunities for sales growth and margin enhancement and working with corporate leadership, marketing, and other store leaders to coordinate in-store promotions with online sales initiatives. Additionally, I manage staffing levels to ensure an excellent customer experience while keeping costs in line with company goals. My responsibilities also include overseeing retail operations, managing payroll, maintaining operational infrastructure, implementing security and safety procedures, providing training, and handling cash and banking procedures.

At REI Co-op, I led and motivated sales teams as a Store Department Manager (SDM). Working with the store management team, I coached retail staff to meet business and service goals, fostering engagement and synergy through dynamic leadership. I prioritized recognizing and rewarding team members to deepen motivation and drive results, contributing to shaping a brighter future for outdoor enthusiasts and our planet.

Identify wilderness medicine research needs, execute research into curriculum studies and projects, and analyze research to identify market opportunities. Monitor market trends and competitive activity. Define and manage the brand communication strategy using a variety of media outlets. Manage the development and messaging of the brand narrative, internal and external. Create, execute, and manage marketing programs and campaigns. Developed and executed sales plans for business-to-business customer development.

Lead GTM planning & execution for Cerus Gear’s wholesale, DTC, and distributor businesses. Creating sales plans and budgets to quantify and optimize inventory to sales goals based on analytics, trends, and customer feedback. Built and managed efficiency-enhancing wholesale onboarding & purchasing process, identifying customers' unique needs and goals, demand planning, value, turn, and re-order points for more accurate forecasting. Grew wholesale customer base on average 30% month over month through the utilization of trade shows, targeted product placement, promotions, inside sales staff, independent rep groups, and internet tastemakers. Providing leadership, education, and motivation to the dealer network

Developed, sourced, and managed tactical backpack brand; pack design, material selection, and manufacture; directed branding and content, marketing & sales for DTC, OEM, and wholesale networks. Personally, I maintained a wholesale network of 600+ independent dealers and distributors. Including direct communication and collaboration with key accounts and outside sales representatives, creating promotions with OEM, and targeted product assortments/pricing. Developed and implemented internal sales process, resulting in higher conversion rates, efficiency, and customer satisfaction. The result was a 25% increase in revenue year over year.

Developed student-driven curriculum and e-com business to coincide with Outdoor Survival School’s mission (focusing on outdoor skills, wilderness survival, and emergency prep). Instructing/leading courses both in classroom and field locations. Oversaw promotions, marketing, social content (blog posts, FB, Twitter, etc.), community outreach (media), and overall visual language of collateral. Analyzed demographics to clearly identify sales penetration, targeting, and revenue growth opportunities and worked closely with accounting, managing budgets, spending and labor costs, and P&L statements.

As the Ski Rental Department Manager, I oversee all aspects of our ski, snowboard, and safety equipment operations, ensuring a professional and organized environment. My responsibilities include managing rental operations, conducting inventory testing and maintenance, maintaining facility cleanliness and organization, managing equipment inventory and damages, recruiting and managing employees, handling scheduling and payroll, conducting employee assessments, administering company guidelines, focusing on profitability, communicating effectively with customers in high-volume settings, and collaborating with resort staff to meet customer needs.

Managed inventory, sales, and merchandising for multiple retail locations, specializing in snow sports, backcountry travel & climbing.Communicated and organized sales strategy, training, and product selection for the retail chain. Created marketing materials and coordinated community outreach, media, and co-sponsored events. Execute buys for ASAP, preseason, editing preseason orders to support sales, turn, and aged inventory goals.

Managed department schedules to ensure proper coverage within labor budgets, performed key holder duties for opening and closing procedures, and trained staff in product knowledge, sales, and operations. Oversaw freight processing for accuracy and timeliness, maintained pricing and store standards, completed SMART directives, and ensured accurate inventory counts while communicating needs to planners and the Store Manager. Assisted the Store Manager with various tasks, including registers and cycle counts; managed the team by coaching, developing, disciplining, and terminating employees as necessary; conducted interviews and hiring; and completed employee performance evaluations.