Thomas (TJ) Bottom

Founder- Brand Strategist

2016 – Present

BeeHaus consulting is a Salt Lake City based collective, specializing in servicing the Outdoor and Action Sports industries with proven expertise in the following areas: Sales and Brand Strategy, GTM Strategy, Copywriting, Product R&D, Merchandising, Brand Alignment, Project Management, Connectivity and Communication, Ambassadorships, Domestic and International Trade-Shows. • Some notable partnerships include: Vans, The North Face, Salomon Running, Electric California, SUUNTO, Nitro Snowboards, Stance, Land Rover, Porsche, Mercedes Benz, Roark Revival, Red Bull, Darn Tough Vermont, Burton Snowboards.

VP SALES & MARKETING

2016 – 2019

• Created a culture of success, enabling business longevity and collective goal achievements for the VSSL brand. • Develop comprehensive 1, 3, and 5-yr sales plans, aligning with top-priority product, distribution, and marketing initiatives to ensure business development and achievement of company's sales goals. • Define optimal sales force structure; hire and develop sales staff. • Define and oversee sales structure and programs to optimize brand awareness and growth while maintaining best brand margins possible. • Define sales processes and put in place infrastructure and systems to support the success of the sales teams. • Manage key customer relationships from concept to completion of sale or collaboration. • Develop and implement cohesive marketing plans to increase brand awareness. • Conduct market analysis to identify challenges and opportunities for growth. • Build multiple Go-To-Market strategies for unique and pioneering products in multiple sales channels. • Build relationships with media and stakeholders through creative PR strategies. • Monitor all marketing campaigns and improve them when necessary. • Prioritize marketing projects and allocate resources accordingly. • Prepare regular reports and presentations on marketing metrics for the company CEO and shareholders. • Organize effective marketing events and tradeshows. • Participate in the quarterly and annual planning of the company's objectives.

CHANNEL MANAGER

2015 – 2016

Tasked with bringing a new and exciting segment of eyewear to the outdoor and sport markets for an established high-quality, lifestyle and boutique brand, while protecting & maintaining the ELECTRIC brand ethos. • Developed and executed Go-To-Market strategies for unique eyewear categories for the outdoor and sport markets. • Responsible for building and presenting comprehensive 1, 3, and 5-yr sales plans and aligning these with top-priority product, distribution, and marketing initiatives, including production forecasting. • Communicate the ELECTRIC Outdoor and Sport brand message and direction from HQ to Global Managing Directors and international distributors, to ensure brand cohesion and sales alignment. • Communicate with endemic Outdoor/Sport publications to establish ELECTRIC as a competitive and viable outdoor brand amongst the competition in the premium performance eyewear space. • Establish an Outdoor network of Athletes and Ambassadors that represented the core ethos of ELECTRIC. • Negotiate and finalize athlete and ambassador alignment contracts • Design, establish and execute global tradeshows showcasing a brand-new segment in Outdoor and Sport for ELECTRIC Visual.

DIRECTOR OF SALES - ZEAL OPTICS

2011 – 2015

• Accountable for achieving all sales targets for Zeal Optics for North America in the outdoor and optical channels. • Implemented and executed sales plans resulting in an increase of +198% in sunglass sales and +38% in goggle sales in the fiscal year of 2014. • Responsible for building and presenting comprehensive 1, 3, and 5-yr sales plans and aligning these with top-priority product, distribution, and marketing initiatives. • Directly manage 7 Zeal Sales Executives, in addition to 97 North American optical Account Executives, via 8 Regional Directors in North America. • Communicate the brand message and direction from HQ to Global Managing Directors and international distributors, to ensure brand cohesion and sales alignment. • Assess the overall product offering and cohesion of the brand and manipulate the cost margin and retail margin price to compete within our respective categories in the market. • Work with national Key Account retailers to develop alluring sales incentive programs and identify ongoing product needs and opportunities in order to establish long-term, profitable business relationships. • Evaluate Sales Representatives' geographic responsibilities, ensuring the optimum potential per designated region. • Provide quarterly sales incentive programs to the reps to ensure consistent and aggressive, yet sustainable growth.

CMO, CLO - VITALITY FUNCTIONAL FITNESS PROGRAMMING

2010 – 2012

Partner and Chief Marketing Officer, Chief Listing Officer and Head Conditioning Coach at Vitality Functional Fitness Programming - a physical and mental training facility for athletes looking to improve performance in their respective sport. • Coached athletes in respect to their fitness performance goals by developing unique training and nutrition programs. • Developed a recognizable brand and increased awareness of the brand through multiple media/marketing avenues including: event marketing, field marketing, engagement marketing, viral media and website exposure.

SALES REPRESENTATIVE

2008 – 2011

Brands Represented: Burton Snowboards, Forum Snowboards, Special Blend, Foursquare, Analog Clothing, Gravis footwear, Anon Optics, RED protection, and DNA Distribution. • Partnered in an independent sales agency representing the Burton Snowboards family of brands. • Responsible for meeting all demanding sales goals for entire UT, WY, ID, and MT (intermountain) territory, execution from sell-in to sell-through. • Organized and executed successful on-snow demos, regional/national tradeshows, and direct management of territory's service/marketing rep. • Communicated and strategized with brand headquarters, account buyers, executives, and core retailers on; brand marketing initiatives, event coordination, regional team/athlete sponsorships, custom POP construction, and provided brand/product feedback to in-house business owners • Management of major key accounts: Backcountry.com, BC Surf and Sport, Vail Resorts.

SALES REPRESENTATIVE/TERRITORY MANAGER

2004 – 2008

Upon the agency's acquisition of Colorado for The Program Brands (Forum, Foursquare, Special Blend) via Burton Snowboards, I was accountable for achieving all sales goals for CO/TX/AZ/NM, and Eastern WY territory, resulting in +300% sales growth from '06-'08, while also maintaining +60% sales growth per season for C1RCA footwear. • Communicated with Salt Lake City-based sales agency, brand headquarters, account buyers, and shop employees on all sales reporting, sell-through data, and at-once sales opportunities • Attended bi-annual in-house business planning meetings with Sales, Marketing, and Product Directors to identify future growth opportunities from perspective of current market trends, key account needs, and core consumer feedback. • Managed major accounts such as: The Sports Authority, Ebags.com, ColoradoBoarder.com, SkateAmerica.com, Vail Resorts (formerly SSV), and BC Surf and Sport.

2003 – 2004