Christian Guthrie

Re-Launched Dealer facing Branded Goods program from infancy in 2017 while bringing e-commerce business in house for enhanced B2C platform. Year one, revenue was $.5M and ran at a loss. Last year's revenue was $9.5M with $5.8M variable profit in US.

Partnered with dealership management to launch merchandise program throughout every dealership. Executed program where I personally trained dealership staff and merchandised in dealership boutiques from 2018-2021.

Launched Land Rover Lego partnership and license in 2021 which is still live and growing today. Both licensed program and wholesale from Lego to JLR program where Lego Defender was offered via wholesale from JLR to Dealer body and B2C opportunity via our ecommerce channel. 2 sku program, 18,000 units sold via our channels and over 120,000 sold through Lego executing licensing and royalty opportunity.

Identified key partners and vendors, launched partnership and licensing program with YETI for Defender in the US which then became Global program. Over $3M in revenue last year and on pace for over $10M in revenue this year.

Partnered with PAC-SUN for Land Rover Heritage program as a key license to build aspirational demographic. Strong performance in the 14-24 demographic resulting in over $4M in licensing royalties in year one.

2023 Relaunch of program as JLR was fully rebranded from Jaguar and Land Rover to House of Brands, Defender, Discovery, Range Rover and Jaguar. Reinvented and relaunched entire program.

Brand building event programs, Autoshow activations/merchandise sales, LiveNation partnership, Destination Defender activations with merchandise program.

Managed financial planning 1.4B business across 650 stores. Gross margin, open to buy and sales planning for business.

Managed planning responsibilities for $125M omnichannel premium cosmetics business. Heavily replenished business with strong seasonality. Grew business through new product and improved store breadth.

Rebuilt vehicle allocation logic and dealer facing system. Transitioned from sales based model, to replenishment (retail) based vehicle allocation.

Improved vehicle efficiency on the ground, reduced aged inventory and increased turn rates while reducing dealer floor plan costs.