Lifestyle

Outdoor

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President

Executive level sales and marketing leader

•	Full Responsibility for P&L and Brand Strategy
•	Reduced Inventory by 300% and increased Turns to industry standard levels
•	Increased Margin by 600 basis points
•	Increased Profitability by over $4m/yr.
•	Hired and trained 7 new independent rep groups to sell Brunton product in the US and Canada
•	Set short and long range product and brand vision including analysis of acquisitions, joint ventures and licensing brand name and technology
•	Grew Sales by of core products by over 20% per year while moving out of non-strategic channels and product lines
•	Grew online business by over 200%
•	Rebranded Brunton from top to bottom including brand packaging, product, trade marketing and retail presentations

•	Manage all aspects of Williamson-Dickie Footwear business in the USA. Responsible for Product, Sales, and Marketing.
•	Repositioning Dickies Footwear from opening price point brand to true consumer brand in-line with apparel brand.
•	Driving Kodiak brand into outdoor retail channel and Terra footwear into the industrial channel focused on 6 key industries.
•	Grew the brands from $1.2M in 2010 to over $13M this year with a forecast of $30M in 2013 while growing profitability from $(900K) to $1.5M this year with significant growth projections for 2013.
•	Hired and trained VP of Sales and 24 independent sales representatives.
•	Launch Dickies sub-brand Genuine Dickies into the Mass channel to complement Icon brand in the national channel.
•	Put together key programs with Wal-Mart, Kmart and Costco as well as traditional retailers like TSA, Cabelas, DSW, AAFES and others.
•	Manage all PD, Marketing and Sales budgets and report to President and BOD regularly on progress and opportunities.

Senior Vice President/GM

•	Create and implement strategy for Danner Boot, LaCrosse Footwear, and LaCrosse Safety and Industrial brands which include both footwear and apparel
•	Implemented brand and product strategies that increased share vale from $12.92 to over $18 in under 3 years
•	Repositioned the LaCrosse brand from a commodity brand to a premium brand raising margins from the high 20% to nearly 40%
•	Work closely with key accounts such as Cabela’s, Bass Pro, Gander Mountain, Fastenal, and others to implement consumer communication at retail and in catalogs
•	Negotiate sponsorships with promotional partners such as Realtree 
•	Manage trade advertising and communication such as trade shows, sales meetings, and seasonal sales presentations
•	Manage marketing team and vendors associated with LaCrosse

Vice President of Sales and Marketing

•	Managed Product, Sales and Marketing for Wellco Footwear, Smith and Wesson Footwear and our OEM/Special Makeups divisions globally.
•	Worked with Government, Retail and Wholesales customers to create programs and strategies to drive topline revenue and profits from the non-contract division.
•	Grew sales from $300k to $18M in in 2 years
•	Established product strategy to maximize turns and profitability and boost corporate cash flow.
•	Hired and trained independent sales force and key account sales managers.
•	Established retail and consumer marketing programs to build brand awareness and drive sales.

Erron Sorensen: President in Broomfield, CO

Erron Sorensen

Brunton Outdoor / Primus North America

Kodiak Footwear, a Division of Williamson Dickie

Lacrosse Footwear/Danner Boot

Wellco Footwear

Entercom Radio

Dr. Martens Footwear

Brigham Young University