• Built the Int'l team from the ground up to a 6 person $7mm department including 3 regional sales managers (including one located in Amsterdam another in Zurich), Int'l Ops/CS Mgr and an Int'l l traffic coordinator. Achieved a 20% CAGR over last 7 years.
• Set the annual sales channel strategy to address both account management goals as well as new business initiatives across multiple channels in APAC, EMEA and LatAm regions.  Primary channels including Hardware/DIY, Mass/General Merch, Outdoor/Sport
• Oversaw all forecasting and SKU rationalization for 650 items across 7 product categories including 2x per year New Product Launch (NPL) and 1x End of Life (EOL) activities including disposition/close-out program management.
• International representative in all executive and internal stakeholder meetings to ensure appropriate corporate mindshare and resource allocation to achieve departmental goals. Provided timely and relevant reporting during all QBRs to executive team.
• Vetted, validated and on-boarded 20 new global partners leading to an additional 1200 doors outside the US/Canada through a rigorous process including interviews, site/facility reviews, financial/market analysis and  to ensure maximum amplification of brand.
• Player/Coach function with direct account responsibility for APAC account portfolio. Primary markets were Japan, China, and Australia. Secondary markets were Thailand, Singapore, Indonesia.  Tertiary markets were Malaysia, Philippines and New Zealand.

Director of International Sales

(acquired by a Japanese retailer role was moved to JP)
• Developed and implemented a department wide Go-To-Market strategy for new Lifestyle footwear line with primary focus on Canada, China, and Korea and secondary focus on Latin America and Middle East.
• Drove re-branding of corporate identity for international channel partners via updated marketing collateral and visual merchandising items including catalog and print advertising requirements after key market analysis to re-define core customer base.
• Expanded European channel strategy to Military and Outdoor in conjunction with Copenhagen office.

• Responsible for the sales, marketing and communication of Leatherman products in over 30 countries in Europe, Asia, Middle East, Africa and Latin America through a network of distributors, agents and retailers. Achieved $23mm in Int'l dept. revenue in FY '10.
• Responsible for the assessment, identification, and qualification of all distributors through detailed country visits coupled with metric based analysis of territory to ensure fit with global corporate strategy.
• Charged with development and implementation of International Government Sales strategy for Leatherman. Launched military sales initiatives in 12 countries (five tier-one countries and seven tier-two countries).
• Created and executed Annual Operating Plan for all distributors including regional marketing strategies to ensure consistent messaging throughout the value chain and driving alignment from company to partners in the market.
• Worked with Product Managers for Go-To-Market strategy for international component of new product launch, including SKU-level forecasting, warranty planning and marketing/sales program development/execution.

International Sales Manager

• Responsible for all aspects of sales, marketing and forecasting of both current line as well as new product requirements for assigned territories in the Americas, Asia, Middle East and Africa (AMEA), Duty Free and Military in non-subsidiary territories.
• Complete departmental P&L oversight including advertising and marketing budget management as well as controllable cost management (headcount, administrative, T&E and corporate expenditures).
• Spearheaded Int'l distributor's launch into footwear, accessories and outerwear in conjunction with licensee's Int'l teams.
• Supervisory responsibilities for all international department employees to ensure brand is represented properly through all channels and at all levels through continual training and development of staff.

International Sales and Marketing Manager

• Assisted California companies with export/import procedures including all NAFTA applicable laws.
• Performed market, industry and country research tailored to both Mexican and Californian client's specifications.
• Coordinated the delegations for Speaker of the CA Assembly's Trade Mission to Mexico and California World Trade Commission.

Trade Specialist

Find out detailed information about Alex Frio,  in Longmont, CO

Alex Frio: in Longmont, CO

Alex Frio

Nite Ize, Inc

LaCrosse Footwear Inc

Leatherman Tool Group

Callaway Golf Company

California Trade and Commerce Agency, Office of Trade and Investment

San Diego State University

University of Oregon