Raymond Williams-Boyd
Global Business Leader Lifestyle and Sports
Santa Monica,CA
Summary
Successful people and business leader, consumer advocate and collaborator with proven track record of creating high-performing teams, increasing profits and surpassing business objectives. Hardworking team builder adept at creating sustainable growth opportunities for brands, with a focus on a strong end-to-end processes and deepening collaborative relationships. My approach is leading with authenticity while remaining compassionate, strategic and forward-thinking.
Overview
21
21
years of professional experience
Work History
Brand Consultant
PARIS BASKETBALL
09.2023 - Current
- Utilize extensive network in lifestyle and sports to recruit new partners, cultivate brand awareness and increase revenue opportunities for Paris Basketball in the Lifestyle space (apparel, accessories, grassroots events, etc.)
- Elevate existing brand partner relationship with key athletic sponsor, focused on improving co-branded product offering, aligning on marketing and advertising opportunities, leading up to new arena opening and Paris Olympics in 2024
- Spearheaded strategic brand plans for multiple product lines to increase market share and brand awareness. While also overseeing development and execution of those projects on tight timelines.
- Tracked trends and suggested enhancements to both challenge and refine company's product offerings and messaging.
Global Product Director Men's Classics
Nike
03.2021 - 04.2023
- Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills. 7 direct reports.
- Orchestrated launch for hundreds of new products to expand market share and generate $8 billion+ in revenue.
- Oversaw product creation roadmap and coordinated aspects of development, design, lifecycle management and rollout strategy 12 months to 3-5 years out.
- Identified productivity bottlenecks and devised innovative solutions to best utilize resources.
- Worked collaboratively with designers, developers, merchandisers and other senior-level stakeholders and partners to align on strategy, market opportunity and provide solutions to long-standing issues.
- Updated key stakeholders and senior executives on progress, roadblocks to product strategy and provided solution focused recommendations for a path forward
Global Category Director Beyonce X Adidas
Adidas
05.2020 - 03.2021
- Responsible for helping define role and accelerating growth of the IVY PARK partnership in originals portfolio; inclusive of go-to-Market, and Brand marketing strategy
- Responsible for footwear and apparel roadmaps in collaboration with brand leadership, Beyonce´ and executive team for all Ivy Park launches
- Educated partner and executive team on adidas' business planning, supply chain, design milestone management, as well as all aspects of product creation process, to facilitate improved timeline management and product approval process.
- Hired, mentored and lead product management staff for footwear and apparel (5)
- Balanced requirement of aggressive growth strategy +60% YOY from brand, with trying to maintain brand health as best as possible, across global marketplace where some geographies were not as mature as others.
- Boosted marketing, reviewed pricing strategies and expanded distribution channels to increase sales revenue.
- Liaised with sales, marketing, merchandising, market and management teams to develop solutions and accomplish shared business objectives.
Head of Product YEEZY X Adidas
Adidas
01.2019 - 06.2020
- Collaborate across infinite number of stakeholders to execute end-to-end product offering that met creative vision of partner, performance requirements of the brand and business expectations of the board and global marketplace; in a high pressure business environment.
- Business grew quadruple digits over 3 years, reaching $1.5 Billion in Net sales by year 3, an unprecedented accomplishment in the footwear industry.
- Responsible for pricing, margin, lifecycle management, product and innovation roadmap,product launch cadence and volume per drop, go-to-market strategy and P&L for category. YEEZY was most profitable and consumer relevant category in all of adidas for duration of the partnership. Create inclusive, equitable culture across business unit, where all team members would feel included, respected and could be contributing members of creation pod and overall business success
- Collaborated with head of design and development to simplify an engine of extreme creative input into tangible, digestible and profitable business categories for consumers. Identify and address business critical topics that may hinder success, leaning on solution-oriented approach, escalating to GM and board level, if necessary.
- Mentor and advise direct reports (6+) as well as broader BU teammates, with responsibility to lead and grow solution oriented, product management professionals, helping them to thrive in current role and prepare for future opportunities
Senior Product Manager, Global Product Manager
YEEZY
04.2017 - 12.2018
- Collaborated with cross functional product triad to create diverse product offering across lifestyle & sport, including ownership of pricing and technology structure across business.
- Monitored market trends and competitor performance and analyzed gaps to update strategies and maximize net sales. Business grew +600% in Q4 2018 and more than doubled in Net sales YOY (finishing around $640M USD)
- Managed relationships with supply chain partners, enabling successful development of key samples and prototypes for partner approval and commercialization.
- Partnered with operations and development on innovative speed calendar enabling faster product briefing and delivery that landed product in market as fast as within a 6-month window!
- Partnered closely with planning, sourcing, finance and markets to achieve key business KPI's (OTIF, margin, full price sell through and net sales)
- Lead day to day operations and team of 4 product managers across both footwear and apparel that was responsible for entire YEEZY product range; I set their quarterly and yearly targets, coached them on how to prioritize and created individual development plans, based upon future career aspirations
Senior Product Manager Apparel
Adidas
01.2016 - 04.2017
- Managed product creation process for signature basketball apparel (James Harden,Damian Lillard, Derrick Rose) partnering with each athlete and their creative teams, to ensure their personality and functional insights were integrated into product.
- Grew apparel business in China +40% YOY, including doing 3 month rotation in Shanghai to gain greater market and consumer insight
- Monitored market trends and competitor performance and analyzed gaps to update promotional strategies and maximize sales
- Developed marketing plans and strategy to promote specific products to target demographics.
- Lead for accessories, aligned with global partners in Germany, and 3rd party vendor
- Coordinated innovative strategies to accomplish marketing objectives and boost long-term profitability.
Global Product Manager Basketball Footwear
Adidas
04.2014 - 01.2016
- Worked with design and innovation team to integrate boost (brands leading technology) into sports outside of running for first time
- During re-org oversaw all new creation and range architecture for footwear and was responsible for updating senior management on progress toward seasonal targets, and training new product managers, 400+ articles per season
- Team and creative lead for on court footwear (NBA, NCAA, Grassroots) used authentic insights and creative storytelling to build shoes for all adidas grassroots events, NCAA tournament, black history month, Christmas, etc.
- Spearheaded collaborative efforts to bring products to market for innovation footwear: Crazylight Boost, Crazy Explosive, Light'em Up, etc. all new platforms for Adidas basketball which reset brand positioning in performance hoops
Product Manager Footwear
The Rockport Company
10.2008 - 03.2014
- Assisted in creating strategy for ‘Crafted' by Rockport collection, new level of distribution for brand, which targets a younger, more style focused, metropolitan consumer
- Coordinated project planning and execution with team members for consumer category assortment across product pillars (boots, dress, boating, casual)
- Responsible each season for product briefs, range plan, product flow, approved materials and colors and overall SKU management.
- Collaborated with sales, marketing, and support teams to launch seasonal products on time and within budget across th globe.
- Work with sourcing, design and development teams to reach aesthetic as well as margin targets for each product category. Managed sample and prototype process product milestones leading up to line freeze.
Product Coordinator Classics Footwear
Reebok
11.2007 - 10.2008
- Worked with PLM to brief development and design new models which were re-issued from brand archives
- Created 'RESERVE', a visual roll-out of all limited/special edition product; complete with concept overview, retail pricing, product shots and sample download timelines
- Created copy for all retro sport product; leveraged relationships with editors, account managers and retailers to ensure Reebok (Retro Sport) placement in key editorials, web postings and retail accounts.
- Coordinated project planning and execution with team members and team leads of Men's Retro Sport.
- Thrived in fast-paced, highly-adept team to develop and prioritize product features and build product roadmap.
Market Development Rep
Reebok
10.2005 - 11.2007
- Conducted clinics to educate account associates and consumers about Reebok technology and product, in various markets across U.S.
- Assisted with product launches, major events (Super Bowl, Marathons, NHL All-star, etc.) leading local market tours and various other marketing initiatives
- Created excitement around Reebok brand in NYC by driving initiatives to boost sales and interest of Reebok product in mall based independent, directional and sporting goods accounts
- Built and developed business relationships with various retail accounts, media outlets (TV, print and radio) and Sports groups
- Collated trend information from consumers, store managers, and associates on Reebok and competitor product within retail channels
- This information was shared with strategic product, and marketing business units at Reebok HQ, to assist in improvement of product offerings and marketing strategies.
Manager in Training
The Finish Line, Inc
04.2003 - 08.2005
- Responsible for implementation of company initiatives including visual merchandising, sales and promotions, pricing, sales generation inventory maintenance, store paperwork and sales targets
- Provided best in class shopping experience for Finish Line customer, through 1:1 engagement, and insights on product features and benefits gained from brand reps (Nike, adidas, Puma, etc.) and passed these learnings onto staff and customers
- Hired and trained high performing sales and management candidates, managed all store operations, and resolved any customer concerns as they arose
- Key contributor on management team that generated +$800,000 sales gain in FY03-04
- Stayed up to date on changing product and service options to provide top-notch support to customers and employees.
Education
Bachelor of Science - Business Administration
Florida A&M University
Tallahassee, FLSkills
- Strategy development
- Category growth
- Product lifecycle management
- Thought leadership content development
- Strategic thinker
- Product Launch
- Go-to-Market Strategies
- Partner Relationships
- Product Roadmaps
- Team Building
Accomplishments
Voted 1 of 15 change makers at adidas paving the way for diversity and inclusion at the company, in 2021 by Business Insider.
1 of 2 Product Managers to grow a business from zero to +$1Billion USD at adidas.
Voted one of the Boston Globes Most Fashionable Bostonians of 2014
Member of coalition of 12, at adidas, that brought reform to the brands diversity, equity and inclusion efforts in 2020. Which led to a more equitable hiring process, and secured an investment of over $120M USD over 5 years into programs for underrepresented minorities.
Timeline
Brand Consultant
PARIS BASKETBALL
09.2023 - Current
Global Product Director Men's Classics
Nike
03.2021 - 04.2023
Global Category Director Beyonce X Adidas
Adidas
05.2020 - 03.2021
Head of Product YEEZY X Adidas
Adidas
01.2019 - 06.2020
Senior Product Manager, Global Product Manager
YEEZY
04.2017 - 12.2018
Senior Product Manager Apparel
Adidas
01.2016 - 04.2017
Global Product Manager Basketball Footwear
Adidas
04.2014 - 01.2016
Product Manager Footwear
The Rockport Company
10.2008 - 03.2014
Product Coordinator Classics Footwear
Reebok
11.2007 - 10.2008
Market Development Rep
Reebok
10.2005 - 11.2007
Manager in Training
The Finish Line, Inc
04.2003 - 08.2005
Bachelor of Science - Business Administration
Florida A&M University
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