John Bercaw
Senior Product Line Manager - Outdoor Specialty and Hunting Markets - Hard Goods and Apparel · Easton Technical Products
Salt Lake City, UTIn My Own Words
Motivated professional with outstanding ability to create intuitive customer experiences and manage transformational products that exceed market expectations and drive business growth in a highly competitive industry.
Particular expertise within the outdoor/hunting industries with deep experience in global rock, ice climbing and mountaineering. Excellent leadership, interpersonal, and communications skills. Demonstrated success in planning, budgeting, and executing multi-million-dollar programs by proactively identifying problems, finding solutions, and prioritizing resources.
Seeking a role that will lead to a positive impact organization wide.
Work Experience
Senior Product Line Manager - Outdoor Specialty and Hunting Markets - Hard Goods and Apparel
Easton Technical Products2011 – 2015
Transitioned startup division from loss to profitability by changing market channels from outdoor to hunt. Routinely utilized an unconventional skill set in development across multiple borders and industries. Conducted quantitative, qualitative, and competitive research to define product and customer experience strategies. KEY ACCOMPLISHMENTS: Directed diverse product mix, increasing sales from $600,000 to $3 million in 2 years. Grew clothing line from $1 million to $2 million in 1 year by defining tone, aesthetics, and function. Led expansion of tent, pack, and trekking pole lines resulting in $1 million growth in 1 year. Created new snow shoe line in a record 6 months, leading to company’s first year of profitability.
Product Line Development and Marketing Specialist - Outdoor - Hard Goods and OTC Sunscreens
Chums - Beyond Coastal2006 – 2011
Transitioned startup division from loss to profitability by changing market channels from outdoor to hunt. Routinely utilized an unconventional skill set in development across multiple borders and industries. Conducted quantitative, qualitative, and competitive research to define product and customer experience strategies. KEY ACCOMPLISHMENTS: Directed diverse product mix, increasing sales from $600,000 to $3 million in 2 years. Grew clothing line from $1 million to $2 million in 1 year by defining tone, aesthetics, and function. Led expansion of tent, pack, and trekking pole lines resulting in $1 million growth in 1 year. Created new snow shoe line in a record 6 months, leading to company’s first year of profitability.
Senior Category Manager - Rock, Ice and Mountaineering Hard Goods, Soft Wear and Technical Boots
Black Diamond Equipment Ltd1996 – 2003
Directed all aspects of $35 million company’s largest and most critical product lines. Implemented and executed product development process from concept to sales sample. Executed market research, product selection, design, testing, and launch. Key leader in domestic and overseas development, manufacturing, vendor sourcing and material discovery. Presented lines to reps, international distributors, and key accounts. Established brand direction and created sales literature and collaterals. Final approval for marketing collateral. KEY ACCOMPLISHMENTS: Directed all aspects of $35 million company’s largest and most critical product lines. Initiated, designed, and launched products resulting in 83% sales increase sales and gain of majority market share. Raised margins from 31% to 40% by cutting costs and SKUs (industry norm was 32%). Conducted first assessment of global market and competitors.
Director of Research and Development
Black Diamond Equipment Ltd.1989 – 1995
Created and led design team for product line that propelled the company from Chapter 11 to #1 in the outdoor industry. Led a staff of 10 with budget of $3.5 million. Devised and executed strategies and tactics in customer research, market analysis, product specification, feature prioritization, development, testing, and launch, driving sales from $6 million to $20 million. Built and directed strategy teams; headed design reviews and sales meetings. KEY ACCOMPLISHMENTS: Directed product lines that increased sales 70%, from $6.3 million to $20 million. Drove integration of 6 departments to create a design process, the genesis for ISO 9001 certification. Served as US representative on international (EU) and national (ASTM) standards committees. Established European Community (CE) and International Alpinists Association Union (UIAA) standards for Personal Protective Equipment (PPE).
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