Lina Adams
Marketing Operations Manager · Mountain Hardwear
San Anselmo, CA
Work Experience
Marketing Operations Manager
Mountain Hardwear2016 – Present
- Responsible for managing and executing the strategic operational plans for Mountain Hardwear Marketing. - Implementing policies, processes and procedures designed to support Marketing. - Managing and facilitating the preparation of Marketing’s annual budget by acting as a liaison between Marketing and Finance to ensure all Marketing processes run smoothly. Overseeing four direct reports and their budget use. - Overseeing and facilitating the preparation of the Action Plan Calendar, working cross-functionally with Sales and Product departments to ensure seasonal alignment. Supporting the Sales team and collaborating with the Product department to ensure brand efficiency. - Assisting and guiding the Athlete, Ambassador and Influencer program with the development of industry best practices, processes and procedures. - Managing Marketing Teams E-Commerce efforts in partnership with Columbia Sportswear Company’s DTC Team. - Managing the brand’s PR relationship and strategy.
Women's Marketing Manager - Europe
VOLCOM SAS2012 – 2015
-Developed and streamlined the European Volcom Women’s Marketing and Communications Strategy while aligning it with the Global brand image. Implemented this strategy in four direct markets while overlooking the distributors brand marketing across Europe. -Revised and adapted the Global GTM strategy to European market needs. Responsible of the creation and execution of Omni-channel marketing strategies for the following categories; Women’s Apparel, Women’s Surf (bikini & beachwear) and Snow (Outerwear). -Worked closely with key departments (Retail, Sales, E-Commerce) ensuring the alignment of GTM strategies and their needs. Partnered with the Design department on the creation of key product focus campaigns stretching across all departments and sales channels. -Planned and approved all creative category and product content used for online and traditional media while being the producer of most shoots and film projects. --See continued description in resume.
Brand & Sales Manager
Off Consult Oy2007 – 2011
- Grew from internship status to Leadership Team at the Distribution Company in four years while simultaneously graduating with excellent grades. - Acted as the Brand & Sales Manager for the apparel fashion brands Volcom and Nikita while doing sales for an additional four brands (Obey, Electric, Nixon & C1rca). Managed Key Accounts. - Organized all events for the company and grew the Volcom sports events (snowboarding and skateboarding) participation rate to the highest in Europe. - Participated in the company’s creation of a multi-channel sales system (E-commerce, bricks-n-mortar, “pick-up point”) Managed buying for all three sales channels. - Dealt with media partnerships, merchandising, accounting, logistics, and recruitment at various points of time while with the company.
Education
Bachelor of Business Administration - International Business
Arcada University of Applied Sciences2006 – 2010
Bachelor of Business Administration - International Business
