Mason Tobia

• Promoted to the leadership team with a role in long-term strategy, planning, and budgeting. • Launched seasonal marketing campaigns with the VP of Marketing and Art Director—informing digital and brand marketing strategies that balanced brand with product. • Led entire website redesign—strategy, design direction, and project management (agencies). • Developed a comprehensive Digital Marketing strategy—onboarded agency (Backbone). • Reimagined Go-To-Market calendar to improve brand campaigns and marketing efficiencies. • Directed all aspects of Ecommerce—design, operations, growth, retention, and reporting. • Accountable for the Ecommerce P&L and budget—‘22 budget actualized $700k below plan. • Met ‘22 Ecom goals (YoY): +11% growth, +10% profitability, and highest weekly rev (BFCM). • Trained and managed four direct reports: Ecommerce (2), Growth (1), and CX/Retention (1).

• Created holistic brand identities for professional athletes’ initiatives outside of the sport. • Developed robust brand books and supporting creative materials for final handoff. • Focused on logo and graphic designs that strengthened overall brand narratives through aligned visual systems—spanning digital, print, and merchandise. • Crafted compelling brand narratives to amplify each business strategy and overall storytelling amongst target audiences. • Launched adaptable discovery and alignment processes to explore individual narratives.

• Created and executed website strategies focused on attaining high-growth DTC goals, while thoughtfully fostering the brand's giveback mission through a consistent digital narrative. • Managed all aspects of the website—strategy, design, merchandising, operations, and CX. • Owned Go-To-Market calendar to launch product/brand campaigns across all digital touch points—attaining “flywheel” through consistency of visual rhetoric. • Onboarded and collaborated with two website agencies on design and development sprints. • Reimagined digital design strategy across email, social, and website—including a Holiday Gift Shop that increased our Q4 CVR +50% YoY. • Created robust onboarding processes and managed two direct reports on the digital team. • Worked with Data Analyst to create new Ecommerce dashboards highlighting key KPIs.

• Activated and managed marketing campaigns for summer and winter trade shows that supported an attendance of 2,000+ brands and 45,000+ total attendees over two years. • Created and deployed weekly digital communications targeting 3,500+ outdoor brands. • Launched branding initiative to outsource film photography used for focal marketing efforts. • Created copy, graphics, and illustrations utilized across website, social, and onsite signage.