Chris Eidem
National Sales · Carver Skateboards
El Segundo, CA
In My Own Words
<ul><li>Develop short and mid-term strategy for the territory; taking into consideration market, retailers and consumer insight balanced against the brands long term objectives.</li><li>Create both annual and monthly sales objectives for the field reps in coordination with the brands business plan.</li><li>Build sales planning templates. Maintain sales forecasts, Territory reporting, and Seasonal budgets.</li><li>Establish sales objectives by forecasting & developing annual sales targets per territory, projecting expected sales volume for existing and new products.</li><li>Prepare and share reports of field activities and Key Performance Indicators (KPIs) against hitting targets and forecasts.</li><li>Lead, Manage, and track sales rep performance to ensure each rep is meeting or exceeding their assigned sales targets.</li><li>Work with the individual sales reps on focused activities related to in store marketing, events, sell-in, and sell-through of all managed brands.</li><li>Maintain sales volume, in-store product mix, and selling price by staying current with supply & demand, changing trends, economic indicators, and competitors.</li><li>Spend a portion of time in the field both with individual accounts and co-traveling with the independent sales personnel.</li><li>Work closely with customer service & cross functional teams to provide necessary tools, motivation and support.</li><li>Maintain professional and technical knowledge by attending trade shows, events, sales meetings.</li><li>Self-motivated and solution oriented.</li></ul><p><br></p>
Work Experience
Apparel Category Manager
Edelbrock2017 – 2019
Edelbrock, LLC/ Apparel Product Category Manager, Marketing Founded in 1938, Torrance-based Edelbrock, LLC is recognized as one of the nation's premier designers, manufacturers and distributor of performance replacement parts for the automotive aftermarket • Manage and head all apparel, sportswear and accessories. Includes but not limited to; seasonal line design, catalog design, sourcing new products nationally and internationally. • Assist in all tradeshows and car events. Maintain annual calendar. • Build and keep all rolling displays up to date with the latest product. • Develop and maintain working relationships with media, vendors, retail accounts, and all sales representatives. • Curate all apparel photo shoots for Edelbrock Lifestyle Lookbooks. • Build booth and work the floor for SEMA. • Maintain all Contingency programs for NHRA, NMCA, NMRA, PDRA, and all other racing programs. • Sales analyst support, update excel price sheets and calendars. • Manage Unilateral Pricing Policy program. Work close with TrackStreet in monitoring and enforcing all price violations nationally.
Global Sales Manager
Dogtown X Suicidal2014 – 2017
Dogtown Skateboards/ Sales, General Manager The very first DIY Skateboard brand started in 1976 • Assisted in cancelling an existing license and bringing the brand back home and running it direct to consumer. • Started the company from ground-up in 2014. Sought out and visited all new vendors for manufacturing our product. In charge of developing new product lines each season (two per year) to evolve with current trends in an ever-changing market. • Opened over 400 new retailers nationwide and 12 International distributors in the first year. Continuing to open at least 10 new accounts per month. • Hired all employees and lead our team including Art Director, Warehouse Manager, Sales Assistant, Operations, Production and Planning. Set-up and maintained ADP point person. • Built and maintained weekly A.T.S. sheets and distributed to retailers for fill-in orders. • Built and updated Y.O.Y and Y.T.D. reports for sales tracking. Including fulfillment percentages and profit/loss margins. Distributed monthly reports to shareholders on the current state of business. • Company has grown from start-up to $750k in annual sales. 25% growth in wholesale/distributor and 21% growth in online sales ending fiscal June 2017. • Worked hand and hand with other companies in AND outside our industry for brand collaborations in effort to reach sales to a new customer base. • Point person for all international shipments. Knowledge of BOL, SLI and COO forms. • EDI compliant. • I also set-up, tear-down and work all events. Including major trade shows and car/motorcycle shows.
National Sales Manager
Lightning Bolt USA2013 – 2014
Heroic and Iconic High-End Surf Apparel brand. • Assisting with the revamp of an iconic surf apparel brand that was born in the early 1970’s. Strong history of a brand that had recently been brought back to the USA market. • Built and managed a national outside team of sales representatives from the ground up. Forecast, report and track their respected territories with written reports monthly to CEO and CFO. • Focused on creating new account basis. From core surf/skate/boutique shops to high-end apparel retailers across the United States. • Projected and maintained existing accounts and new accounts with year over year growth in brand representation for retailer. Also worked closely with accounts on an Open To Buy basis. • Planned and executed weekly, monthly and annual road sales trips across United States. • Organized all trade shows for the brand. Designed and built out booth for the shows and worked sales during the duration of the show. Made appointments in advance with existing accounts and sought after accounts. • Designed and rebuilt showroom and office in Venice Beach, CA.
Sales and Marketing
Globe International / Dwindle Distribution2007 – 2012
Premium skateboard hard and soft goods. Shoes and Long boards/Cruiser boards • Successfully grew multiple territories in the United States and Canada. I accomplished this growth by building relationships with core and big box retailers. We identified and capitalized on markets and categories in skate/surf shops by marketing our brands direct with the retailer to the consumer. • Negotiated seasonal buys and support agreements to grow nine brands year over year for 6 consecutive years. • Organized, researched, and scheduled tradeshows and market with all representatives and sales staff to optimize sales. Built and manned booth at tradeshows. • Developed sales forecast monthly and annually. • Traveled regularly to review accounts and markets to evaluate brands and their growth possibilities in multiple territories. • Implemented a structured sales strategy for each individual account to meet their specific needs. • Chaired meetings with buyers to boost sales and increase their margins. • Managed all warehousing, shipping, routing guide compliance for larger accounts. Also with EDI accounts. • Assist outside sales representatives with orders, product updates, samples, and marketing incentives. • Conduct sales clinics with Key accounts.
In-House Sales Rep / Grind King Team Manager
Dark Horse Distribution1999 – 2006
Leading innovator in skate hard goods, accessories and clothing • Successfully built the very first Termite Skateboards and Kreper Trucks teams. Lead the existing Grind King Trucks Team and sought out new riders. Operated under a marketing budget and increased media awareness with reducing company cost. • Executed Grind King Japan tour in conjunction with our Japan Distributor • Produced marketing strategies designed to enhance aspects of advertising, operations and improvement of sales. • Generated quarterly and annual product sales reviews to enhance profitability for clients. • Manned the exchange and return for all brands under the rough. Direct with retailers and consumers. • Tested out new product with written evaluations on performance.
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