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Director of Product Management

Dynamic and positive Product Management expert with a passion for adventure. Has launched numerous award-wining products and created new product categories for brands like GoPro, Thule,  adidas and Under Armour, as well as seminal snowboard brands Northwave/Drake and Wave Rave. Skilled in identifying upstream marketing opportunities, building strategies to capitalize on those opportunities and downstream marketing to drive demand. 

GoPro San Mateo, CA
Director of Product Management – Mounts /Accessories  April 2014 - Current 
•  Currently leading a high-performance team of Product Managers in driving the product life-cycle process including upstream marketing, 3-year strategic roadmaps, product line creation, product definition, downstream marketing and performance analysis
•  Transitioned the Accessories Product Definition Team into the Accessories and Advanced Concepts Division
• Created a streamlined categorical approach to product line management for a complex and inter-connected ecosystem improving ability to track and analyze product performance as well as creating an improved customer experience
• Implemented numerous cross-functional process improvements resulting in improved forecasting, demand planning, inventory management and delivery
• Launched 36 unique products, 3 product categories and co-inventor on numerous patents

Thule Group   Longmont, CO
Global Category Manager – Packs, Travel and Photo      Nov 2011 - April 2014
• Responsible for building and implementing global product strategy for Thule’s Packs, Travel and Photo categories
• Built global, segmented Go-to-Market approach for a complex and fast-changing retail environment
• Utilized focus-group feedback, trend research, and product expertise to craft design briefs that were solution-oriented, inspiring and executable
• Collaborated with international sales and marketing teams on brand-building efforts
• Successfully launched Award-Winning Perspektiv and Covert product lines



Global Category Manager – Packs, Travel and Photo   

Under Armour  Baltimore, MD            
Category Manager – Bags, Packs and Outdoor Accy.     Sept 2010 – Nov 2011 
• Managed a team of product designers, developers, and managers in product lifecycle management
• Created seasonal business plans and growth strategies utilizing market, competitor and consumer analysis
• Increased category margin 6% despite an across-the-board 23% FOB increase. 
• Collaborated with the Innovation and Legal teams to gain Intellectual Protection for numerous innovative technologies
• Gained in-depth APAC knowledge through Manager Exchange program


Category Manager – Bags, Packs and Outdoor Accy.  

adidas / agron, Inc.   Los Angeles, California  
Marketing / Product Manager    Dec. 2005 – March 2010  
• Created and implemented business plans for adidas backpack, headwear and water-sports categories
• Responsible for line plan creation, pricing strategy, SKU efficiency, margins and product lifecycle from ideation to commercialization			
• Organized and conducted numerous consumer focus groups with target demographic to identify pain-points and ensure product lines were consumer-right 
• Created compelling content for catalogues, packaging, point-of-purchase, editorial and web including copywriting, photo styling and layout


Marketing Manager

Bakoda Design-Logic Products Seattle, Washington    
Product Line Manager   Nov. 2001- May 2005
• Managed technical snowboard accessory product line including backpacks, luggage, gloves, base layers, socks, and headwear as well as a complete range of innovative hand-tools and equipment 
• Oversaw all aspects of the design and development process from product briefs to production. Directed all aspects of development, production, sourcing, pricing and distribution


Product Line Manager

 Wave Rave Outerwear	 Denver, Colorado 
Sales / Marketing / Production Coordinator Aug. 1996 – Nov. 2001  
• Developed and implemented domestic and international sales and marketing strategies for pioneering snowboard outerwear company


Various

Find out detailed information about Edward Russell, Director of Product Management in San Francisco, CA

Edward Russell: Director of Product Management in San Francisco, CA

Edward Russell

GoPro

The Thule Group

Under Armour

agron, inc.

Northwave / Drake / Bakoda

Wave Rave Snowboard Clothing