Joe Freitag
VP of Brand · Spy Optic, Inc.,
San Diego, CA
In My Own Words
A brand strategy and marketing professional with 15+ years of experience working with industry-leading global organizations in the sport, fashion, and outdoor consumer goods markets. A creative thinker who develops and leads marketing teams that exceed goals in high-paced, performance-driven organizations. Key contributor to the growth of companies with a 360-degree understanding of brand communication strategy, demand creation, and winning over customers.
Work Experience
VP of Brand
Spy Optic, Inc.,2019 – Present
Global head of Brand, Marketing and Product Strategy for SPY+ for all categories including Sunglasses, Ophthalmic, Snow & MX Goggles, Apparel and Accessories.
General Manager
Kaenon Eyewear2019 – 2019
Oversee all aspects of the Kaenon business, including but not limited to Brand, Design, Innovation, Sales, P&L, and Supply Chain.
VP of Brand & Product
Kaenon Eyewear2017 – 2019
Head of the Brand and Product divisions at Kaenon Eyewear.
Brand & Marketing Growth Strategist
The Lens Agency2016 – 2017
With two decades of brand building experience, I specialize in working with companies that want to take a "deep-dive" into the core building blocks of their brand, and rebuild/refine/refocus in order to exceed their business goals. I help provide executives and their teams with the tools to tell a clear and unified brand story to help grow their business and reach new passionate customers. Areas of Expertise Include: • Brand and marketing strategy • Defining meaningful, actionable brand pillars and DNA • Integrated Go-To-Market strategy • Social media and digital marketing • Ambassador influencer marketing • Trend analysis • Competitor / market analysis • Content strategy, creation and execution • Campaign development • Focus groups and customer data analysis • Brand / Product naming and architecture
Global Brand / Marketing Director, Arnette Eyewear
Luxottica Group2010 – 2016
Member of the senior brand marketing team at Oakley for the Icon Sport Division (Arnette, Ray Ban, Fox, Revo). Global brand leader responsible for setting and driving the overall vision and brand objectives. Created and directed integrated brand and marketing strategies for national and international markets for all channels of distribution. • Created and launched new global brand position to reach new, broader customer base, which resulted in 30%+ growth in South America, and 15%+ growth in the US market in 2015 vs 2014. • Launched RX eyewear category, helping grow category to 40% of global sales. • Reduced marketing spend by 20% by focusing tactics and finding efficiencies. • Received American Advertising Gold Award - Integrated Campaigns in 2014 for the #LIVEARNETTE campaign.
US Brand Manager, Arnette Eyewear
Luxottica Group2005 – 2010
Managed all aspects of marketing for North America as the liaison between US office and Milan-based headquarters. Created innovative brand strategies to help achieve goals, including digital, PR, ambassador and retail marketing. • Lead the launch of a brand-defining product and became a global best seller. • Developed and launched A.C.E.S. interchangeable temple program, becoming Arnette’s primary point of differentiation in the market and most successful product category. • Expanded reach by putting digital marketing at the forefront of communication.
Co-Founder, Director
Elevate(r) Design2003 – 2005
Founded and co-directed a full service marketing and design consultancy. Provided strategic branding solutions for companies that wish to strengthen their presence in the USA and Japan. Clients included Nike, Helly Hansen Japan, and Meguiar’s. • Built a roster of clients who are leaders in their category. • Launched several websites in San Diego’s non-profit community.
Marketing Manager - Japan, Gravis Footwear
BURTON Snowboards2000 – 2003
Directed all aspects of marketing and brand management for Gravis Footwear in the Japanese market. Lead the Japanese marketing team, creative partners, and PR agency. • Lead the launch of a product that redefined the brand and became a global best seller. • Instrumental in establishing Gravis as a top-5 lifestyle footwear brand in the Japanese market between 2000-2003 by using innovative and disruptive PR tactics and industry-leading collaborations. • Lead development of a shoe that became a multi-year best seller. • Managed influencer relationships that helped establish Gravis as a leader in its category.
Marketing Manager
Spy Optic, Inc.,1999 – 2000
Managed the North American marketing strategy, including but not limited to media planning, trade shows, merchandising and PR.
Education
Interests
Industries
Activity
Recent posts, comments and shares.