Christina Armitage

Consumer Events Supervisor

2024 – Present

Director of Events

2010 – 2024

Lead up to 50 contractors and established KPIs for the operation of parties, weddings, and business events. Raised brand awareness by creating and launching content and ads on Facebook and Instagram. • Planned and organized 8 weddings with budgets between $15-$50K. • Established connections with over 100 vendors, coordinating up to 20 vendors per event.

Wholesale Inventory Consultant

2022 – 2024

Account Product Manager

2016 – 2022

• Oversaw a team of three product and inventory employees. • Coordinated a go-to-market product and category strategy for specialty account portfolios consisting of Quiksilver, Billabong, Roxy, DC Shoes, RVCA, Element, and Von Zipper with a combined annual revenue of $1.7B. • Led product design and SMU development for specialty accounts, generating $35M annually. • Maintained year-over-year profitability through market analysis on seasonal product demand and reducing cost of goods sold from $181M to $141M within one year. • Sold $20M in off price inventory annually by meeting with 10-15 accounts weekly to evaluate available inventory. • Streamlined product inventory sheets, improving readability and efficiency of managing SMUs and tracking inventory. • Implemented inventory audits, eliminating sales of out-of-stock product and improving inventory report accuracy. • Mentored three interns per season, raising $400K in two years for the Boardriders Foundation’s sustainability initiatives.

Event Manager

2016 – 2022

Managed 2 sales events annually for 500+ people across merchandising, marketing, retail, wholesale, sales, operations, e-commerce, and product development. Oversaw 50+ people within wholesale and retail functions for international and domestic marketing events. Maintained records of ambassador contracts for partnerships with celebrities, surfers, and skateboarders. Champion brands to maximize marketing and promotional opportunities including sponsorship at every attended event. • Saved the company over $5K per sales event by taking the initiative to manage the events over an outside contractor. • Established wholesale and direct-to-consumer (DTC) project timelines and KPIs for each step in the timeline. • Managed wholesale and product events for Quiksilver, Billabong, Roxy, DC Shoes, RVCA, Element, and Von Zipper with $1.6M budgets. • Collaborated with the Heads of Product and Marketing, Vice President, and Sales Executives across all 7 brands to structure product launch events and tactical marketing activations in support of overall marketing initiatives. • Collaborated with marketing teams to organize 20+ community events and follow-ups. • Provided marketing tools to enable specialty accounts to generate $35M in revenue annually. • Mentored three interns per season, leading growth in donations from $100K to $400K in one year for the Boardriders Foundation’s sustainability initiatives.

Executive Assistant

2016 – 2018

• Managed $800K budgets and up to 50 people in the planning and execution of biannual sales events for 500+ attendees domestically and internationally, providing information and training on new product lines for each season. • Created presentations on brand development which streamed to 5000+ international employees, improving employee engagement and employer transparency. • Determined what trade shows to feature our products in based on historical performance, competition research and cost to forecasted profit analysis.

Retail Operations Project Manager

2014 – 2016

• Led three, 24-hour store remodels over six months from start to finish including sourcing and securing pricing with contractors, facilitating temporary closing, coordinating overnight construction, and reopening. • Managed plans and timelines for each phase of development including collaborating with design and retail teams on strategic product placement and layout. • Met with teams at each store to understand their needs for effective product roll outs and product allocation. • Revamped the invoice approval process, eliminating the step of mailing approvals to each team to sign which prevented lost documents, sped up the process, and made invoices immediately accessible to all involved.

Project & Event Manager

2014 – 2016

Organized 3 biannual sales events with an annual budget of $3M. Structured product release events and activations, and established KPIs in collaboration with the Heads of Product and Marketing. • Planned and executed over 15 marketing and on and offsite employee engagement events. • Managed up to 3 events simultaneously while leading the 6-month sales event planning process. • Facilitated partnerships with athletes including the Los Angeles Angels baseball team by managing contracts and follow-up communication strategies. • Led marketing activations including trade shows at the New York Marathon and pop-up shops for the retail organization.

Executive Assistant

2014 – 2016

• Managed $1.7M budgets for biannual sales meetings with 1000+ domestic and international attendees to showcase new products and provide sales training for successful product launches. • Coordinated 50 people across all teams in planning and executing their portion of the meetings. • Met with four Regional and eight District Managers to facilitate leadership team requests and product requirements to grow profits across all domestic retail stores and eight stores across Mexico.

Event Project Manager

2008 – 2016

• Handled ticket sales, will call and pre-sales • Talent coordination, logistics and management • Trade show spokesperson, managed traffic driving initiatives throughout each event

Bachelor of Arts (BA)

2006 – 2011