Jason Michelotti

Co-Founder

Bozeman | United States

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Industries

Lifestyle

Outdoor

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In my own words

— Jason

Senior management professional with a 15+ year record of building industry-leading brands on a global scale.

Experience and promotions to ever more challenging positions has been gained with renowned brands such as SITKA, YETI, and Gerber, as well as agency-related work with Frito-Lay, AT&T, and Gillette. Across these organizations I have led highly successful organizational transformations, channel and product line expansions, integrated marketing campaigns, and partnership marketing initiatives. Throughout these experiences I have continuously demonstrated the ability to champion the Brand’s long-term vision while applying strategic and tactical marketing aspects to deliver immediate impact. Respected as a leader and team member, I have strived to consistently enhance the office environment and maximize performance of organizations, initiatives, and individuals.

• Strong Business Foundation - MBA + 15 Years Experience • In-Depth Global (NA, EMEA & APAC) Outdoor Industry Experience and Acumen • Nonpareil Exposure and Experience with Premium / Elite Brands (YETI + SITKA) • Key Leader of Strategic Vision and Planning • Comprehensive Experience Defining and Implementing Organizational Structure • Expertise Driving Multi-Channel Growth and Balance • Adept in Developing and Implementing Integrated Sales and Marketing Plans and Managing Multi-Million Dollar P&L • Consumer Engagement Expert with Exceptional Understanding of Individual Marketing Disciplines • Experience Leading Product Management Strategy and New Product Development • Strong Cross-Functional Communication, Leadership and Team Building Capabilities • Proven Ability to Inspire and Motivate a Team • High Performer that Delivers Bottom-Line Results

Trajectory

Feb 2018 — Now

Co-Founder · Leal Collective

Consulting with consumer-centric product organizations to optimize consumer loyalty.

Mar 2016 — Jan 2018

VP, Marketing (Marketing Leader) · SITKA Gear

Led Consumer Engagement (Sales + Marketing) Team; elevated SITKA’s premium brand position and delivered CAGR of 30%. Simultaneously led organizational transformation to an Ethos Fortified, Digitally Native, Data Driven, Multi-Channel business.

Dec 2014 — Jan 2016

Director, Brand Marketing · YETI Coolers

Key leader within the marketing team; oversaw consumer facing marketing functions through YETI’s astronomical growth period (>250%); included retail, events, community marketing, creative, media, PR, and content development.

Oct 2011 — Sep 2014

Sr. Brand Manager, EMEA & APAC · Gerber Gear

Founded International office; established Gerber’s global foundation and drove sustainable growth of target markets/countries. Led to $8M (~75%) increase in sales, individual recognition and participation in Fiskars’ Leadership Excellence Program (INSEAD).

Jul 2010 — Feb 2012

Sr. Brand Manager · Gerber Gear

Directed all aspects of marketing; extended product lines and brand reach to deliver ~$40M annual sales increase; received 2011 President’s Award and included on leadership team strategic planning activities such as “Project 2020”.

Apr 2009 — Jul 2010

Retail Marketing Manager · Gerber Gear

Redefined the look and feel of Gerber retail environments. Developed and executed merchandising / POP programs, and key account and seasonal initiatives. Managed associated agencies, vendors and budgets. Received 2010 President’s Award.

Oct 2008 — Jul 2010

Category Manager, Portable Power (Brunton), Equipment (Gerber) · Brunton Outdoor

Revamped dormant Portable Power category by establishing a long-term vision and implementing a comprehensive 3-year growth strategy across NPD, Marketing, Operations, and Sales. Expanded product lines through Bear Grylls Survival Series. Directed all phases of the product life cycle. Created launch programs. Increased sales by 80% (~$1.5M). Received 2009 President’s Awards.

Jul 2002 — Oct 2008

Director, Brand Strategy & Development · The Marketing Arm

Honed a strong marketing foundation through 6+ years of interaction with “Best-In-Class” organizations; included Frito-Lay, AT&T, Gillette, Pepsi, Quaker, and Aetna. Developed marketing initiatives that leveraged Sports, Entertainment, Event, and Cause Marketing. As liaison with Omnicom, established an exceptional understanding of individual marketing disciplines.