Tom Copeland
Director of Sales · PVH / Speedo
Carlsbad, CAIn My Own Words
Proven ability to create, develop and implement strategies and tactics to influence decision makers at all levels. Exceptional listener and observer that can quickly analyze and understand new and changing marketplace dynamics, and build processes and lead teams to immediately impact and shape brands and businesses. From concept, to commercialization, to commerce, Tom has the knowledge, experience and drive to create, implement and optimize product and sales strategies and teams.
Work Experience
Director of Sales
PVH / Speedo2015 – Present
Lead a direct sales team of 8, along with 3 agencies to deliver profitable growth to the Specialty and Sporting Goods Channel for an Iconic brand. • Navigate a new business into a large and complex corporate structure while consistently delivering revenue and margin. • Manage and grow an evolving distribution strategy that includes Specialty Retail, Team Dealers, Direct Ecommerce, 3P, and all Major Sporting Goods accounts, in both B2B and D2C scenarios. • Create and implement strategies and tactics to protect and increase market share dominance (52% to 60.8%). • Develop and instill a selling culture to recognize success and instill best practices.
VP of Sales and Marketing
Coronado Leather2014 – 2015
Leading the customer facing efforts for a fully integrated premium leather goods manufacturer. • Lead, designed and implemented a new ERP, CRM and sales operations process shortening lead times, and reducing raw material and finished goods inventory by 30%. • Define and implement a full brand reconstruction including managing both in house and outside agency relationships. • Establish clean and clear channel definitions and implement product, marketing and sales strategies. Channels include brand partnerships (Wolverine Worldwide, Schott NYC), national retail (Cabela’s, Overland), world class ecommerce partners (NRA, Orvis), authentic specialty retail (Schnee’s, Burns 1876), influencer sales (Conceal Carry instructors) and direct to consumer ecommerce. The definition of Omni channel.
Regional Manager/Key Account Manager
Eaton Bell Sports2011 – 2013
Transformed a traditional sales approach into a branded corporate selling strategy; from transactional to conceptual, implemented culture with Strategic Accounts and coached and mentored sales and management team to execute the transformation across all channels. • Responsible for 6 of top 9 Hockey Accounts, including brick and mortar, e-commerce retailers (Amazon), multi-channel specialty retailers, and big box (Dicks Sporting Goods and Sports Authority), along with 9 Independent Sales Representatives representing $17m in revenue and 20% growth during a flat revenue cycle. • More than doubled revenue and increased margin by 9% over 2 years with largest team sports multi-channel specialty retailer in the world by expanding brand relationship at the C Suite Level, driving the partnership through to multi-channel marketing partnerships and improved planning. • Drove recreation and development of sales programs and processes to adapt to a changing business landscape. • Implemented concept
General Manager – Sport Brella
Pro Performance Sports2010 – 2010
Championed the expansion of the broad marketable Sport Brella line including brand development, product development, business development, Sales and Sales Management. • Opened new markets in hardware, general merchandise and sporting goods resulting in a 45% increase in revenue. • Drove creation and implementation of a new brand identity and strategy resulting in new price points in what had been perceived as a commodity category.
Sales Director
5.11 Tactical2008 – 2009
Drove a high growth dynamic brand into new markets and managed and grew key brand building relationships within the Law Enforcement, Government and Public Safety industry. • Created the plan and executed the entry into the outdoor channel including penetrating key accounts (Cabela’s, Bass Pro Shops, Gander Mountain, Scheels and the NRA), building a national sales team, and driving a marketing and communications plan, resulting in $1m in revenue in the first year. • Developed marketing and sales strategy for new product category resulting in $2.5 million in pre-orders to the public safety and outdoor channels. • Negotiated, drafted and implemented an exclusive global marketing partnership with the FBI NAA including sponsorship of local, national and international conferences, advertising and PR initiatives, and authored editorial copy for monthly FBI publication.
Director of Sales, adidas Golf
TaylorMade-adidas Golf2004 – 2008
Aggressively expanded a sales organization while instilling a winning and selling culture to capitalize on market momentum resulting in 122% growth over 2 years. • Established and implemented a consistent training, territory management plan and selling process, resulting in a revenue increase from $45m to $100m and a doubling of distribution in 2 years in a flat market with declining participation in the sport. • Enhanced service levels by increasing head count by 33% while reducing cost of sales. • Improved and enhanced service policies and procedures, including selection and implementation of a SFA solution, resulting in a rise from the #4 to #1 customer service rating in the industry. • Cultivated and enhanced relationships and negotiated partnerships with key retailers, buying groups and associations to solidify the brand as authentic in an overly traditional marketplace.
Education
Bachelor of Science in Business Administration
United States International University1984 – 1989
Bachelor of Science in Business Administration
Industries
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