JONAH NELSON

Lead the strategic direction, operational execution, and performance of the company’s integrated marketing organization across wholesale, direct-to-consumer, ecommerce, performance marketing, brand marketing, retail marketing, creative, and product launch initiatives.

Drove profitable growth, strengthened brand equity, and created a scalable marketing operating environment that aligned business objectives, consumer insights, and cross-functional execution.

Oversee the development of integrated go-to-market strategies, campaign planning, ecommerce growth initiatives, retail partner marketing, content development, creative operations, and customer engagement across all channels.

Partner closely with executive leadership, sales, merchandising, product development, and operations to align commercial priorities with marketing investment and execution.

• Lead high-performance teams focused on improving organizational efficiency, accelerating speed-to-market, elevating customer experience, and delivering measurable business outcomes.
• Led the integrated marketing organization and oversaw wholesale marketing, ecommerce, performance marketing, retail marketing, creative, brand strategy, and category activation.
• Built scalable marketing operating systems that improved cross-functional alignment, accelerated speed-to-market, and increased organizational efficiency.
• Developed annual planning and go-to-market processes to improve prioritization, resource allocation, and executional consistency across channels.
• Unified brand, creative, and commercial marketing teams into a centralized operating model focused on profitable omnichannel growth.
• Drive integrated product launch strategy across wholesale, retail, ecommerce, and direct response channels.
• Elevated retail partner engagement through strategic retail marketing, merchandising innovation, and scalable in-store activation programs.
• Lead organizational transformation initiatives supporting BEDGEAR’s evolution from entrepreneurial growth company to scalable category leader.

Lead a team of Brand Marketing, Category Management, and Retail Experience to drive business objectives and performance through the development and deployment of go-to-market strategies that maximize profitability and drive incremental growth.

Build a world class marketing organization that differentiates Bedgear from the competition while growing brand equity and retail partner engagement.

Work across the executive team to lead our transition from start-up to category leader.

• Introduced annual brand planning to meet sales goals and create a long-term vision for brand and product categories.
• Developed and implemented cross-functional processes that simplify and streamline internal workstreams to maximize company output.
• Lead the development and launch of brands largest mattress launch with the All-New Modular Hybrid Performance Collection.
• Optimize pillow category to support global and omni-channel growth through merchandising strategies and go-to-market strategy.
• Lead Go to Market strategy and development of fastest growing new category in the mattress industry with our Split Head Sleep system.
• Introduced Night Ice Pillow into premium segment of the category driving ASP and AOV through both the wholesale and direct channels.
• Execute 300+ shop in shop retail installations with key retail partners, driving revenue growth and brand awareness.
• Established new Brand Experience structure and team vision to support on-going and future workstreams.
• Led product launch activity to support incremental growth in new product categories.
• Introduced new retail fixtures and display program to elevate brand position and marketplace scalability.
• Lead annual planning process to align cross-functional resources on strategic opportunities.

Provide hands-on leadership for brand development and foundational asset strategy execution to deliver industry-leading consumer experience for TSI’s portfolio of brands in third-party retail environments and owned showrooms.

Collaborate with wholesale channel and sales team to design novel retail solutions and position brands to B2B customers.

Act as SME for B2B wholesale channel and recommend best practices, new trends, and specific solutions to capitalize on consumer journey insights.

• Implement creative core team process to integrate brand marketing into product launch.
• Synchronize with 500+ retail partners to manage insights, training, and retail solutions.
• Generated incremental revenue of more than $100M and improved performance of partners by an average of 20% through planning and executing impactful retail programs.
• Positioned Sealy as #1 brand within the mattress industry by overseeing all facets of brand update, aesthetic product design, and retail experience strategy.
• Boosted available assets by more than 50% through developing a new asset production process, which enabled 'always on' production strategy while maintaining a consistent YoY budget.
• Decreased build-out cost by 50%, reduced lead time by 20%, and enabled growth from 5 to 100+ locations through innovative Tempur-Pedic flagship store concept.
• Generated more than $50M in incremental revenue per year by leading end-to-end management of retail experience agency services for key retailers.
• Achieved savings of $750k in annual efficiencies for fixture production and expanded distribution by directing launch of the TSI Universal Fixture Program.
• Enhanced brand performance by up to 50% for participating locations by developing and launching a solutions-focused Tempur-Pedic Brand Wall Program.
• Improved performance in 2021 by 30% as compared to other stores through design and implementation of Find Your Bed omnichannel program to provide customized product recommendations.
• Enabled data-driven decisions and successful launch of incremental programs by developing tracking system in collaboration with a data analytics firm.

Delivered impactful retail strategies and solutions to enhance brand visibility and increase market footprint.

• Synchronized with wholesale channel to design cutting-edge retail solutions for accounts, such as REI & DSG.
• Accelerated sales growth by launching new tradeshow experience to improve brand positioning and presentation of Thule brand across North America.
• Increased revenue for participating retailers by 20% through development of ground-breaking Shop-in-Shop retail solution.
• Enabled Thule to secure #1 brand position in the category by executing an all-new fixture program at REI.
• Headed seamless integration of Travel, Backpack, and Child Carrier categories into tradeshow and retail strategies, post-merger with Case Logic and Chariot.
• Increased number of annual events by 50% through improving tradeshow experience, logistics, and process management.
• Elevated capacity by 20%, improved meeting and collaboration space, and revitalized tour experience for customers by remodeling the North America office.
• Received outstanding feedback and recognized by senior management for successful launch of a new trade show experience to improve brand positioning.

Provided comprehensive guidance on the opening of 60 independent Trek branded stores to drive business growth and expand market share.

• Played a lead role in establishing in-house creative services by defining brand strategy at physical touchpoints, including showrooms, trade events, and retail.
• Optimized trade show experience and enhanced execution by collaborating with product and marketing teams.
• Delivered innovative assortments, fixtures, and in-store communication for brand categories.
• Served as a key member of retail and environmental experience team and shaped new design direction for Trek retail stores and visual merchandising solutions.
• Achieved major improvement of 20% in retailer commitment by initiating Bontrager Aftermarket Merchandising program to generate placement of product assortments, fixtures, and communication solutions.
• Expanded new brand direction for retail experience and capitalized on growing brand-owned store opportunities in Europe by collaborating with an international team.
• Secured $100K savings in successful planning and launch of events by overseeing the execution of Trek World experience.