Robert Sutherland
Overview
16
16
years of professional experience
Work History
Business Development
woom bikes
01.2024 - 01.2025
- Took additional role due to business needs as we launched B2B business in2024
- Focused on changing culture to sell in to sell through
- Set up MAP policy for dealers to allow and optimize sales through multiple channels
- Took the lead on major dealers on how to help their sell through with partnerships in email, social media, and overall messaging to send patrons to multiple B2B businesses
- Built first Dealer Locator to allow potential customers the ability to purchase or try the bikes depending on their geographic location
- Focused AdSpend targeting cities, neighborhoods, and other points of opportunity to provide data to Digital and B2B for enhanced opportunities
- Segmented dealers
- Created brand continuity in displays and online to make sure the brand was focused on the same message
- Helped develop specific campaigns in B2B with specialized dealers to create and maintain high levels of customer interaction
- Worked with product, ops, and design to increase client satisfaction through cohesive strategies
- Monitored competitors through several data leads to provide marketing and product messaging ways to make woom standout
Head of Digital Marketing/eCommerce
woom bikes
01.2022 - 12.2024
- Controlled and executed all marketing initiatives through a strictly D2C consumer business model
- Lead ecommerce channel that grew bike sales15% YoY in a climate where the bike industry fell at -40%
- Lead the only brand in North America to grow bike sales in2023
- Responsible for leading a team including but not limited to email, social media, paid ads, SEO, copy, content, and overall business strategy
- Grew our email strategy to be40% of revenue by strategic content and targeting in SMS, email, and creating multiple lead generation channels
- Proven story teller and able to scale marketing stories to provide constant positive ROI
- Built companies first KPI’s for each employee working with me to provide clarity and clearly defined objectives to help personal and career growth
- Created strategy to blend all D2C channels to be one voice; helping grow social following, subscribers, email leads, and overall revenue
- Built ROI for every campaign, content, and new technology invested in by woom bikes, inc
- Created first forecast from the bottom up for woom bikes focused on YoY, MoM, and weekly sales, previous campaigns, and supply chain restraints
- Successfully launched2 new bike models into the industry
- Created and built strategy for highly successful referral program through FriendBuy
- Created and built strategy for new leads through GLEAM growing our email list by an average of over10k per month using giveaways and product initiatives as the catalyst
- Successfully managed a team of8 working cross functionality with Creative, Supply Chain, Accounting, and multi-national
VP of Marketing and D2C
LifeSeason’s all Natural Supplements
01.2020 - 01.2022
- Created Direct to Consumer Marketing and Sales for a company that had solely spent10 years in retail space and wanted to expand to online sales, marketing, and branding
- Grew company in last5 months of2020 over100% in targeted campaigns for Black Friday, Cyber5 and Holidays
- In2021, built on our successful campaigns for Black Friday/Cyber5 and grew our most profitable week by +150% YoY
- Created a social and content plan that grew from almost zero to nearly10,000 organic followers on Instagram through social media influencers, original content, and end consumer driven outreach with over a2:1 revenue vs
- Spend
- Responsible for creating a comprehensive eMail strategy focused on content, subscriber and consumer growth that grew our email nearly200% in revenue performance
- Lead a cohesive relationship between sales and marketing focused on education, Point of Purchase content, and aligned on the company’s first MAP policy to drive record breaking sales in brick and mortar and online every month
- Grew Marketing team from3 people to nearly a dozen based on needs and new strategic channels
- Oversaw Amazon business with a focus on forecasting, marketing spend, and A+ content which created the companies most profitable and fastest growing channel in the company’s history
- Launched a new website with limited funds that facilitated growth by focusing on education, SEO, ease of use for end consumer, and exponential revenue growth
- Focused on overall online AdSpend in Google, Facebook, Instagram, Youtube, and other channels to grow our revenue by tirelessly creating new content that speaks to potential customers and continually A/B testing messaging to connect to potential consumers
- Led by overall analytics such as sell through, conversion, visitors, to report market disruption in supplement marketplace
- By working diligently with my team creating targeted content, working together on shared goals and KPI’s and building a community, we grew the D2C channel to be the largest and most profitable channel in the company within two years
Director Of ECommerce Sales And Marketing
Signature Products Group
01.2018 - 01.2020
- Responsible for taking the entire SPG product line Direct with Amazon, controlling the entire catalog and relationship with Amazon, running and marketing www.browninglifestyle.com, Chewy.com, SPGCompany.com, and multiple other small ecommerce business
- Responsible for overseeing and requesting budget for marketing, content, travel, and ROI
- Responsible for creating reports on overall business and re-creating forecast
- Launched over1200 SKU’s to Vendor Central Amazon business in January
- Grew Amazon sell through business +40% YoY in the first quarter
- Launched new categories for SPG including Carhartt Pet, Browning Apparel, Huk Sunglasses and Belts, and Huk outerwear
- Launched all products with A+ Content, including new copy, on Amazon growing cornerstone SKU’s by +15% in2 months
- Grew BrowningLifestyle.com business over150% YoY through the first quarter through social media, heightened SEO, MailChimp, and new content
Marketing Manager/Head of Brand
BlenderBottle
01.2017 - 01.2018
- Lead all Marketing initiatives for brands under the BlenderBottle umbrella
- Implemented analytical approach based on ROI to Marketing based on demographics of current consumers and how to attack competitors and grow overall marketshare of shaker cup industry
- Launching new brand, Hydration bottles, for BlenderBottle which has already been picked up by Scheels, WalMart and Costco
- Created BlenderBottles first marketing campaign, “Answer the Call” with nearly5 million views and “Behind the Bottle” Series
- Website at blenderbottle.com consistently up +90% YoY due to marketing initiatives and targeting consumers
- Lead market research and creative to launch Harry Potter line of BlenderBottle's creating the largest day, month, and already year in the websites history
- Created attribution tool for all accounts that report sell through to see effect of Marketing initiatives as soon as possible working to create a sell through culture vs
- A sell in
- Negotiated to be the “Official Bottle of the CrossFit Games” for the World Championships
Marketing And ECommerce Sr. Manager
Traeger Grills
01.2016 - 01.2017
- Lead the planning and execution of Marketing initiatives based on data such as sell through, sell-in, social media and online metrics
- Responsible for driving Forecasting all Digital and Direct to Consumer Revenue including strategy for Grilling Season, Cyber Five (Black Friday to Cyber Monday), and Holiday
- Manage all Acquisition Channels (SEM, SEO) and optimize based on ROI and developed metrics
- Create and present data to executive team to understand impact and degree of market based disruption
- Responsible for expanding global eCommerce and marketing platforms including building a new Canadian, New Zealand, Australia, and Germany sites focused on Marketing their unique demographic, athletes, talent, and initiatives
- Execute the build and launch of all products and websites that belong to Traeger Grills and optimize them based on company direction and analytics
- Manage the metrics and creation of Marketing dashboards for entire company
- Managed and executed over a133% lift YoY on traegergrills.com through the first4 months of2017
- Work collaboratively with Traeger Team Managers and Director to optimize influencers to find direct correlation of revenue and social impact of athletes, cooks, and celebrities
- Manage Amazon.com Channel Marketing and sell through of products creating the most profitable dealer in Traeger and exceeding forecast every month
- Manage Traeger’s e-mail Channel Marketing including requesting creative briefs, building the email, and execution
- Implemented and conceptualized a company-wide process in launching products, new athletes, websites, social, and all marketing initiatives
- Work with company ambassadors to create marketing campaigns from their social channels, online content, and brick and mortar
- Collaborate cross-functionally with Sales, Dealer Services, Product, Finance, and Marketing
Project Manager
Skullcandy Inc.
01.2012 - 01.2016
- Responsible for consolidating and reporting on all company initiatives and reporting data cross-functionally throughout the company
- Created and implemented a weekly, monthly, and quarterly Sell Through file that was used to research Marketing initiatives, forecast issues, and product performance in all channels globally
- Worked cross-functionally with Retail Product Marketing to report in-store PDP impact
- Continually give insight per channel and account on product mix, performance, account impact on company revenue
- Created and implemented forecasting tools with Head of Sales Operations and forecasted company revenue within5% of revenue two years in a row
- Analyzed all data reports for Sales Leaders to their respective Dealers and Accounts
- Created and implemented a process for launching product from ID and conceptualization to marketing and launch
- Presented consolidate data to entire executive team to make educated decisions on accounts, products, marketing, and current company goals
- Responsible for reporting directly to Chief of Revenue on a daily basis
- Created and analyzed ROI’s for Chief Commercialization Officer on Marketing initiatives in major accounts
- Lead the launch for Skullcandy to go into Walmart, exponentially bringing new Revenue to the company
- Met continuously with Sales Managers and accounts to better optimize in-store sell through creating new avenues for revenue
- Reported Margin and Revenue implications of Holiday MAP drops
- Managed Sales budget based on revenue and created a process with Chief Financial Officer to expedite revenue based on Sales Initiatives and positive return on investment
- Managed and ran STOO (Short Term Operating Outlook) for2 years
- Conduct campaign and promotional recaps to establish best practices and optimization strategies for future Sales and Marketing initiatives
ECommerce Specialist
Skullcandy Inc.
01.2011 - 01.2012
- Lead the build and management of all products on Skullcandy.com
- Responsible for forecasting all product and lift of holiday and marketing initiatives on digital
- Responsible for creating and maintaining best in class analytics, meaningful dashboards, insights and optimization to the site
- Responsible for requesting and implementing all creative and Marketing initiatives on all Skullcandy websites
- Created first athlete and influencer bio’s on the skullcandy.com
- Lead the creation and production of three completely different redesigns of the website
- Prepare product marketing and merchandising campaigns focused on key digital promotional periods (Black Friday/Cyber Monday,12 Days of Xmas, Back to School, Valentine’s Day, etc.) while utilizing analytics, product launches/industry trends, and brand-driven strategies to drive sales within our core demographic
- Optimize website performance by developing testing and optimizing based on data
- Provided Daily and Weekly reporting on insights, unit sell through, and revenue
International Supply Chain And Dealer Services
Skullcandy, Inc.
01.2009 - 01.2011
- Managed the Skullcandy customer relationship with International Accounts including China, South Korea, Australia, New Zealand, South Africa, and Canada
- Close communication with distributors and logistics teams to assure on time launches and resets
- Managed all order fulfillment and inventory management for International accounts
- Managed entire China Warehouse to provide product Globally
- Analyzed sell in and sell through to assure correct inventory through collaborative planning, forecasting, and replenishment
- Responsible for data integration into SAP
- Created training documents on all SAP functions for Dealer Services
Education
Communications
Utah State University
01.2008
Skills
- Self-Motivated
- Detail Oriented
- Extremely proficient in breaking down data
- Team Leader
- Adapt to changing priorities
- Great communicator
- Building strategy and data to solve issues identifying business trends
Timeline
Business Development
woom bikes
01.2024 - 01.2025
Head of Digital Marketing/eCommerce
woom bikes
01.2022 - 12.2024
VP of Marketing and D2C
LifeSeason’s all Natural Supplements
01.2020 - 01.2022
Director Of ECommerce Sales And Marketing
Signature Products Group
01.2018 - 01.2020
Marketing Manager/Head of Brand
BlenderBottle
01.2017 - 01.2018
Marketing And ECommerce Sr. Manager
Traeger Grills
01.2016 - 01.2017
Project Manager
Skullcandy Inc.
01.2012 - 01.2016
ECommerce Specialist
Skullcandy Inc.
01.2011 - 01.2012
International Supply Chain And Dealer Services
Skullcandy, Inc.
01.2009 - 01.2011
Communications
Utah State University
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