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Product & Brand Marketing

Strategic Marketing Professional with extensive experience in building Global Sports Brands through consumer focused marketing strategies, innovative product management and building brand buzz through new product and category launches.  Hands on team leader that works well with and inspires cross-functional groups.

Leading the initial product development and brand marketing strategies for ClubHub product launch.

Led the Global Product and Marketing management for $120M Callaway Golf and Odyssey Brand Softgoods, Accessories & Gear businesses (Golf Bags, Gloves, Headwear, Footwear, Apparel, Eyewear and Accessories).
• Led the development of comprehensive Global product merchandising and marketing plans, processes and strategies for market leading products.
• Established and delivered a standardized product creation process from initiation through commercialization as well as product lifecycle management for Accessories & Gear categories.
• Managed Global business P&L, process and metrics including volume, gross revenue, margins, forecast and overall business profitability.
• Implemented first ever Global Product Marketing Summits and communications systems to ensure regional product alignment and brand consistency.  Successfully aligned 2014 product strategies, merchandising plans and reporting for all Western Regions (North America, EMEA, Australia).

Directed $130M Global Licensing business strategy and product portfolio. 
• Managed licensee relations while overseeing licensed product merchandising and marketing strategies to ensure brand integrity and consistency.
• Responsible for the transitional planning and execution of in-house Apparel & Footwear businesses to License model that maintained the momentum of these high revenue businesses.
• Licensed product portfolio included Apparel (Perry Ellis International), Footwear (AMG), Training Aids and Accessories (Izzo) , Rangefinders (Nikon) and Rx Eyewear (Walman Optical).

Senior Director, Global Softgoods & Licensing

Specifically assigned to manage the product launch and marketing strategy for Golf Ball, UPro and Softgoods categories.
• Led the launch of Hex Black Tour and Hex Chrome Tour Golf Ball product lines, increasing YOY market share for Callaway Golf Balls by 5.0 points.
• Developed comprehensive, fully integrated go-to-market strategies and channel plans for all Golf Ball product segmentations.  Included TV, print, digital, social media and in-store executions.
• Supervised the re-launch of UPro MX product for print, digital and social media executions.
• Developed and implemented first ever marketing and advertising plans for Softgoods and Accessories businesses.

Director of Brand Marketing

Directed the general management of Footwear and Eyewear category product management, development and operational processes.
• Completely repositioned the Footwear and Eyewear categories globally to better align with market trends and establish Callaway product focus and DNA.  
• Developed Callaway signature products, established Tour presence while reducing overall SKU’s by 40%.
• Created and implemented comprehensive product creation process including 3 year line plan development, market strategies, competitive analysis, initiations, supply chain and lifecycle strategies, packaging, merchandising and launch execution.
• Led the creation and execution of the first of it kind sales channel strategies for Callaway Footwear including product segmentation, sales presentations, account presentations and customer relations.

Director of Footwear & Eyewear

Launched the first ever New Balance Team Sports business unit (Baseball, Football, Basketball, Lacrosse and Training) and Warrior Sports Footwear category (Cleated, Training and Lifestyle).
• Created, developed and execute 3 year strategic business plans including mission statements, objectives, strategies, opportunities, barriers and execution plan for all Team Sports and Warrior Footwear and Apparel categories.
• Managed SBU business P&L, process and metrics including volume, gross revenue, margins, forecast, inventory, gap plans and overall category profitability.
• Manage category merchandising and product creation process including line plan development, market strategies, competitive analysis, initiations, design, product development and launch execution.
• Lead the creation and execution of sales channel strategies including product segmentation, sales presentations, account visits and customer relations.
• Conceptualized and initiated the development of Brand unique and innovative product – NB Zip Running & Training Footwear, New Balance MB1101 Baseball Cleat, MF1200 Football Cleat, Warrior Burn Speed Cleat and Shooter Training Footwear.
• Develop and implemented Sports Marketing programs with Professional Leagues and Athletes including MLB, NBA, NFL and MLL reversing the New Balance culture and brand philosophy.

Senior Product Manager - Team Sports

Launched and directed Warrior Sports Footwear categories (Cleated, Training and Lifestyle).

Senior Product Manager

Managed sales, marketing, and onsite operations for Skyhawks Sports Academy Camps, Clinics & year round programs for New England Region.

Senior Area Director

Developed and managed consumer sales & marketing and strategies, business plans and initiatives for consumer software products.

Director of Consumer Marketing

Identified and negotiated revenue producing partnerships, business development contracts and co-branding agreements.

Senior Director of Business Development

Director of Sports Marketing – National Football League / Major League Baseball
• Directed and managed $12M NFL and $4M MLB Sports Marketing Division.
• Negotiated MLB and NFL official licenses, sponsorships and marketing programs. 
• Managed promotional rights fees, on-field product licenses, as well as league and team marketing sponsorship programs.
• Developed acquisition strategies and supervised athlete endorsement programs for MLB (350+) and NFL (400+) sports marketing categories.
• Negotiated all top tier contracts for athlete product endorsements, player rights usage, advertising and marketing programs.
• Developed comprehensive marketing programs to leverage key assets to create Brand buzz and driving product sales.

Sports Marketing Manager – PGA Tour / LPGA Tour / EPGA Tour
• Negotiated all endorsement contracts and managed Professional Tour relations worldwide.  
• Created innovative marketing and promotional programs for Greg Norman Collection and Reebok Golf Division products.

Brand Promotions Manager – Basketball and Training Categories
• Created, management and executed national and regional consumer Brand promotions.

Director of Sports Marketing

Find out detailed information about Kent Richard, Product & Brand Marketing in Carlsbad, CA

Kent Richard: Product & Brand Marketing in Carlsbad, CA

Kent Richard

Kinetek Sports

Callaway Golf

Callaway Golf

Callaway Golf

New Balance Athletic Shoe Co, Inc.

Warrior Sports

Skyhawks Sports Academy

Soliloquy Learning

ZapMe

Reebok