Bjorn Jonsson
Business Development - International and US Sales · HERO BEVERAGE COMPANY
Rancho Santa Margarita, CA
In My Own Words
Strategic and results-driven Senior Executive with over two decades of experience in international business, sales, marketing, and operations across diverse industries including eyewear, tactical products, and consumer goods. Proven track record of driving exponential revenue growth, expanding market presence, and forging strong global partnerships. Expertise in leadership, strategic planning, and building high-performing teams to achieve and exceed organizational objectives.
Work Experience
VP of Business Development
HERO BEVERAGE COMPANY2017 – Present
A first responder owned company dedicated to products for the protective gear industry. ● Developed and executed strategic business development plans to penetrate new markets and expand the company's presence in the protective gear industry. ● Established and nurtured relationships with key stakeholders including retailers, distributors, educational institutions, and security firms to drive sales and partnerships. ● Represented the company at industry events, conferences, and trade shows to build brand awareness and foster industry relationships. ● Led cross-functional teams to innovate and enhance product offerings, ensuring alignment with customer needs and market trends.
Owner Principal
SMOOTHSTONE ADVISORY2015 – Present
Consultancy firm focused on strategic advisory, marketing, sales, executive development, and private equity consultancy. ● Founded and established a boutique consulting firm specializing in providing strategic advisement and solutions for clients in the sunglass production, tactical products, medical devices, and clothing industries. ● Developed and implemented customized consulting services tailored to the unique needs and challenges of clients across various sectors, including manufacturing, retail, and e-commerce. ● Advised clients on product development strategies, market positioning, and brand differentiation to drive competitiveness and enhance market share.
VP of International Sales
GUNNAR OPTIKS2011 – 2015
● Focus centered on establishing and growing the international markets. ● Turned around market share declines of past periods. ● Grew the International network from 10 to over 40 distributors throughout the world. ● Exceeded sales goals from 2012 - 2015.
Director of International Sales
WORLD INDUSTRIES2008 – 2011
● Responsible for expanding the International skate footwear, apparel, and hard goods channel through global distribution partners. ● Developed and implemented plans for direct and indirect sales expansion, resulting in growing the international business from 5% to 25% of the overall business.
● Led product development efforts to create international only footwear styles and designs, resulting in a fourfold growth in the international footwear division. ● Established over 45 countries of distribution.
Partner VP of Business Development
RE/AX2007 – 2008
● Brought in to assist in all business development activities regarding renewable technologies. ● Established relationships and business with various investors and partners.
VP of Sales
SPYDER PAINTBALL2006 – 2007
● Head of sales for an account base with revenue greater than $40 million per annum. ● Established relationships with major big box retailers. ● Grew international sales by over 50% in the first year. ● Managed all International Marketing activities.
President Co Founder
ARENA INDUSTRIES2003 – 2006
● Led company to launch a tactical/military eyewear product line into the government channel. ● Grew sales from launch to $2 million in revenue in the first 18 months. ● Received APEL/Government adoption within 6 months.
Director of Marketing
BOOST MOBILE2002 – 2003
● Directed the launch of a $25 million youth mobile campaign into the U.S. market. ● Successfully developed and launched award winning television ad campaign. ● Planned and directed the launch of the Boost Mobile Pro surf event. ● Managed all athlete and celebrity partnerships. ● Managed agency relationships.
OAKLEY, Foothill Ranch, California
Director
International Sales2001 – 2002
Charged with growing the International business division which included all sunglasses, footwear, apparel, and watches. Directed all sales, marketing, and business aspects of 9 subsidiaries and 30 international distributors. ● Grew Oakley International sales division into over 50% of the company revenue. ● Grew Footwear into the second largest category behind sunglasses. ● Managed $250 Million dollar sales budget.
Manager
International Sales1999 – 2001
Brought into the role to grow Oakley's International sales channels, this quickly expanded to Director of International Sales. Grew International sales by 49%
International Territory Manager
Default1997 – 1999
Managed sales and marketing efforts of 3 European subsidiaries and 5 major distributors. ● Grew territory to over 55% of all International sales.
Director of Sales
Oakley Europe1999 – 1999
● Led a department of 30 associates and 85 outside sales reps. ● Increased sales by 60% over the length of the assignment. ● Lived and worked out of the Oakley Paris office.
