Bike

Lifestyle

Outdoor

Swimming

Triathlon

Hiking

Cycling (road and mountain)

Owner

Marketing professional seeking a position in Brand or Product Management, Marketing or Creative Services.  I have extensive background in the apparel industry, overseas sourcing, packaging and active sports.  Hard work and superior organizational skills allowed me to run a successful small retail business for over 5 years.

•	Create, design, market and sell women’s running, cycling, and triathlon apparel. Have grown the product offering from four t-shirts and one cycling jersey in 2009 to a current count of 70 SKUs including multi-sport performance apparel as well as casual wear. Tough Chik apparel sales grew over 100% in 2011 and 2012 resulting in total sales revenue over $100,000 a year.
•	Partner with international and domestic manufacturers for the design, development, and production of custom performance apparel and casual wear. Strong communication and negotiation skills are utilized in order to maintain a high quality product in a timely and costly fashion.
•	Create and manage company-wide budgets, including marketing and product budgets, to ensure profit and return on investment.
•	Executed over 100 promotional and sales based events in CA, AZ, NV, MD and VA to date. Must assure that Tough Chik is in compliance with each event’s individual requirements while evaluating each event for profitability and brand development. Responsible for all aspects of logistics, merchandising, promotion, and sales.
•	Collaborate with other brands and organizations to cross promote the brand and it’s message over many platforms both in-person and via social media.
•	Design and manage over 70 different SKUs at any given time. Responsibilities include artwork creation for production, forecasting, planning, budgeting, pricing, inventory management, plus design of all marketing materials and promotional announcements using print and digital media.
•	Founded in 2012, Team Tough Chik started with 70 women and has grown to over 280 members world-wide as of 2014.  Personally manage all aspects of the team including ensuring sponsorships, organizing team meet-ups, and managing day-to-day team duties.

•	Conducted product research, development, and testing; including design generation plus fabric and trim sourcing for the Fall 2015 and Spring 2016 retail line of shebeest women’s cycling apparel. General knowledge of the industry plus an intimate knowledge of the target consumer were essential in developing garments for a niche consumer base.
•	Responsible for the creation and management of the product development calendar for 3 seasons at any given time resulting in strong organizational skills and time management. Required to have a firm grasp of the totality of the timeline to ensure the line launched on time, and to prioritize projects so that no milestones were delayed.  Regular independent decision-making was essential in an on-time product launch.
•	Development of annual marketing strategy and budget to ensure the growth and development of a re-emerging brand, with an emphasis on brand awareness and product promotion.
•	Assisted with the complete redevelopment of the shebeest website. Collaboration with a design agency required matrix generation to fulfill content and product portions of the site.
•	Managed all shebeest social media platforms including Facebook, Instagram, Twitter, including the development of a social media centric Ambassador Program. The Ambassador Program was a grass-roots marketing strategy to use on-line influencers to promote and market the brand

shebeest Brand Manager

•	Responsible for the design and development of packaging and promotional items for several top retail brands, including Patron Spirits, Remy Cointreau USA, Pernod Ricard, Joe’s Crab Shack, and Rainforest Café. 2008-2009 promotional efforts resulted in over $10 million dollars in quantifiable sales for these brands.
•	Utilized strong analytical skills to determine the cost of all potential projects. Provided various project teams with information necessary to maintain clients’ budget expectations.
•	Ability to manage multiple projects allowed the Marketing Department to run 15 different projects often valued at over a half a million dollars each.
•	Regularly made independent business decisions due to the company’s fast-paced working environment.
•	Maintained clients’ brand standards and budget constraints while developing marketing materials including banners, shelf talkers, recipe books, and other marketing communication materials.  

•	Coordinated art production projects with the account representative, senior management, and production artists.  Ensured that all projects met tight deadlines resulting in a 99% success rate.
•	Managed a group of 3 to 6 designers at any given time.
•	Developed and maintained company website with the collaboration of a creative agency. Responsible for a $250,000 budget, art direction, and content management.

Creative Services Director

Find out detailed information about Shannon Carson, Owner in Carlsbad, CA

Shannon Carson: Owner in Carlsbad, CA

Shannon Carson

Tough Chik, LLC

LeeMarc Industries

RP & Associates

Texas A&M University