PJ Connell
Managing Partner/Co-Founder: North American Licensee & Distributor · The Mad Huey’s USA
Carlsbad, CA
In My Own Words
Consistent top performing global marketing and sales executive within Sportswear, Outdoor, and Action Sports marketplaces with extensive experience in strategic planning and tactical execution. Over a decade of experience working across all facets of the marketing and sales organizations while always focused on maximizing ROI.
Work Experience
Managing Partner/Co-Founder: North American Licensee & Distributor
The Mad Huey’s USA2013 – Present
Responsible for identifying market opportunity and raising capital to launch licensee/distributorship in North American marketplace. • Conducted extensive market research to inform a three year strategic go-to-market plan for existing and new product to maximize growth opportunities within North American action sports, outdoor and lifestyle categories. • Developed and managed revenue forecasts and expense budgets to achieve 50% year over year growth for new emerging brand via direct to consumer, wholesale, and e-commerce distribution channels. • Developed, executed and continually enhanced cross-channel marketing campaigns including Search, Social, Email and Display to yield an efficient marketing spend aimed at 6x ROI or better. • Managed all trade shows and other industry events. • Recruited, trained & managed 12 person sales team to effectively grow and service wholesale partner account base accountable for 65% of total annual revenue. • Developed all sales collateral and associated
Director of Global Marketing
REEF2011 – 2013
Contributed to revenue growth from $60MM to $120MM during the period 2006 – 2013. • Selected to participate in the “VF Executive Team Growth Program” gaining world-class leadership skills and insights • Developed a “Class A” marketing team of 17 professionals that devised and implemented integrated marketing strategies, which directly contributed to rapid growth and strengthening of the Reef brand worldwide. • Responsible for overseeing all planning and execution of tradeshows, POS, digital acquisition & retention, TV, print, radio, PR, and industry events to achieve a total annual marketing spend resulting in no less than 6x return on investment. • Develop specific goals, annual budget, and KPIs, for all marketing programs, including an analysis of the marketing organization’s impact on the company’s strategic business objectives.
Manager USA Men’s Marketing
REEF2006 – 2011
• Lead and developed 5-person marketing team, then promoted from Manager of US Men’s Marketing to Director of Global Marketing in 2011. • Built, implemented, and measured account-specific marketing plans by season in collaboration with Sales Executives and Global Marketing Director. • Applied measurement metrics to every aspect of marketing tactics to build a baseline upon which marketing planning and spend were allocated for future company growth drivers. • Additional responsibilities included trade show activation, catalog production, P.O.S, retail buildouts, social, print, TV, digital acquisition/retention, PR and industry events. • Managed and activated seasonal global sales meetings bringing together 150 employees for a 3- day growth driver training seminar.
Manager of North American Communications & Events
Rip Curl2003 – 2006
• Responsible for executing company’s public relations strategy via programs and campaigns that targeted both endemic and non-endemic media outlets. Also responsible for domestic and global activation of company’s event strategy. • Wrote and distributed strategic brand & product launch press material to media companies to media outlets in an effort to create brand awareness & interest. • Executed and managed offsite and onsite logistics of a 10 event amateur surfing series that spanned across both the west and east coast as well as Hawaii. • Assisted in logistical offsite and onsite execution of company sponsored Association of Surfing Professional – World Championship Tour events in Australia and Hawaii. • Assisted in the logistical offsite and onsite execution of seasonal trade shows and sales meetings to ensure brand and product strategies were effectively communicated to B2B account base.
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