RYAN CROSS
FRANKLIN,UNITED STATES
Summary
Product and merchandising executive with 20+ years leading global footwear, apparel, and consumer product businesses across performance sport and sneaker culture. Proven record of building category growth through consumer-driven assortment strategies, product innovation pipelines, and marketplace expansion. Experienced leading cross-functional global teams and managing multi-million-dollar P&Ls while delivering commercially successful product franchises. Leadership experience across iconic brands including Puma, Converse, Reebok, and '47.
Overview
20
20
years of professional experience
Work History
- Sales and product roles with leading global brands including: Adidas Originals, Reebok, Puma, DC Shoes
Vice President, Product & Merchandising
47
Westwood, MA
01.2023 - Current
- Lead global product and merchandising strategy across licensed sports headwear and apparel categories.
- Drive consumer-led assortment architecture, pricing strategy, and SKU productivity across wholesale and direct channels.
- Identify category whitespace opportunities and develop franchise strategies that expand brand relevance and revenue.
- Partner with design, sales, and marketing to deliver integrated product storytelling and successful go-to-market launches.
- Present seasonal product strategies and growth initiatives to executive leadership and key retail partners.
Business Development Lead
GOAT Group
01.2020 - 01.2023
- Led strategic initiatives within the global sneaker marketplace ecosystem, identifying brand partnership and marketplace growth opportunities.
- Delivered consumer and marketplace insights that informed product demand forecasting and category expansion.
- Collaborated cross-functionally across product, partnerships, and marketing teams to drive engagement and platform growth.
VP / GM, Global Basketball
Puma
Boston, MA
01.2017 - 01.2020
- Led global relaunch of the Puma basketball business, overseeing product strategy, merchandising direction, athlete partnerships, and brand positioning.
- Developed new performance and lifestyle franchises that re-established the brand within basketball culture and retail distribution.
- Managed global category P&L, driving revenue growth and strategic marketplace expansion.
- Aligned product creation, marketing, and regional merchandising teams around a cohesive global category vision.
Global Senior Director
Converse
Boston, MA
01.2015 - 01.2017
- Directed global product initiatives and category strategy across key footwear franchises.
- Guided seasonal assortment planning and lifecycle management through consumer insights and market analysis.
- Partnered with regional merchandising teams to align global product strategy with marketplace demand.
Global Director, Footwear Product Management
Reebok
01.2006 - 01.2015
- Led product management across global footwear categories, overseeing innovation pipelines, merchandising strategy, and seasonal line planning.
- Drove consumer-focused product development and SKU productivity improvements across global markets.
- Collaborated with design, development, and regional teams to execute long-range product strategies.
Education
Bachelor's Degree -
Rutgers University
Skills
- Marketplace Merchandising Strategy
- Product & Assortment Architecture
- Consumer Insights & Market Trends
- Global Product Creation
- Category & Franchise Development
- P&L Leadership
- Channel & Distribution Strategy
- Cross-Functional Team Leadership
- Data-Driven Decision Making
Timeline
Vice President, Product & Merchandising
47
01.2023 - Current
Business Development Lead
GOAT Group
01.2020 - 01.2023
VP / GM, Global Basketball
Puma
01.2017 - 01.2020
Global Senior Director
Converse
01.2015 - 01.2017
Global Director, Footwear Product Management
Reebok
01.2006 - 01.2015
Bachelor's Degree -
Rutgers University