BRAND XLR8R LLC
BRAND XLRATION ADVISORY
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BRAND BUILDER. GROWTH ARCHITECT.
Innovative operating executive with a record of success leading global active lifestyle brands.
- Versatility: start-up, turnaround and growth modes.
- Scope: P&Ls $10M to $425M+, Marketing $1M to $31M+.
- New Products: $350M+ (wholesale $) launched.
- Global: Domestic US and International responsibilities.
- Roles: C-Suite operator and board director.
- Colgate-Palmolive, Converse, Reebok, Hanesbrands.
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BIOGRAPHY
JOHN L.A.WILSON
Focused on the active lifestyle and fashion consumer products sectors, I have led companies, SBUs and brands through various stages: start-ups, turnarounds, growth businesses, ranging from under $10M to over $400M, domestic and international. At companies such as Colgate-Palmolive (Etonic), Reebok International, Converse Inc., Hanes Brands (Duofold), and Wacoal Corp., my path evolved through product/brand management, marketing/sales management, to general management. I've held CEO, COO, president, EVP and CMO roles. My focus has been on identifying growth opportunities by connecting with target consumers through unique and innovative products, and resonant brand marketing stories. Being a former university athlete, and competing at international level has also provided me a unique perspective in navigating the vicissitudes of business.
BRANDS
OPERATING MANAGEMENT EXPERIENCE HIGHLIGHTS
START-UP
CW-X CONDITIONING WEAR
PRESIDENT, CHIEF OPERATING OFFICER: As a founding executive officer and board director of Wacoal Sports Science Corp. (sub. of $2bn Wacoal Corp., Kyoto), built CW-X Conditioning Wear compression apparel brand from inception to distribution in over 1000 specialty sports doors in the US, over 20 international markets, and a D2C e-commerce platform. Grew business to profitability, positive cash flow, category share leadership and 70%+ aided brand awareness. Sponsorships included US and Canadian Winter Olympics teams.
GROWTH
REEBOK INTERNATIONAL
SENIOR DIRECTOR, International Marketing: Led US-based team responsible for brand, product, marketing strategy for international markets, driving international division sales up 19% to over $1BN, record profits. Led the international launch of The Pump resulting in sales of $47M.
GLOBAL MARKETING DIRECTOR, Tennis: As business unit director drove Reebok global tennis business up 15% to $408M, and US business up 9% to $202M in 2 years. Led Reebok past Nike with 34% market share, adding $23M in 12 months with launch of Tennis Pump shoe, worn by Michael Chang and in which Michael Stich won Wimbledon. https://racquetmag.com/2021/04/26/the-ten-most-underrated-tennis-shoes-of-all-time/
TURNAROUND
DUOFOLD (Hanesbrands)
PRESIDENT, CHIEF EXECUTIVE: Executed the turnaround of the $30M Duofold ski and winter sports underwear brand, returning it to profitability for a successful sale to Sara Lee Corp's Hanesbrands division. Repositioned the brand, redesigned the product line, cut SKUs 50%, cut inventories 20%, slashed operating expenses 33% and consolidated and upgraded distribution quality. Negotiated and implemented US Winter Olympic team license and official supplier agreement, including US Ski Team.
GROWTH
CONVERSE
GROUP MARKETING MANAGER: Grew the $35M Converse Children's business unit revenues 15% with the launches of three key new collections: the Batman licensed canvas collection (Warner Brothers), the NBA teams licensed collection and the Converse Chuck Taylor All Stars "small stars" collection. Also launched a Chris Evert tennis and fitness sub-brand as a new womens' business venture.
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TURNAROUND
LA GEAR
VICE-PRESIDENT, International Marketing and Sales: Refocused international division marketing and distribution strategy to reverse sales decline to growth trend to $120M with gross margins increasing 66%. Cut SKUs, and inventories by 30% to strengthen the balance sheet. Launched LA Lights collection to grow to over $50M overseas. As Vice-President Worldwide Marketing of $400M P&L launched the Wayne Gretzky Street Hockey collection and new Power Rangers LA Lights program to grow children' group 50% in 2 years.
CREATIVE
ADVERTISING SAMPLES
Highlights of marketing campaigns I managed and executed. Some of these were augmented with integrated TV, digital, point-of-sale, retail promotions and athlete endorsements.
NEWS COVERAGE
MEDIA & PR SAMPLES
SERVICES
OPERATING SOLUTIONS
Strategic Advisor
Brand, Product, Marketing, International, Start-ups, New Ventures, Private Equity, Venture Capital, Board of Directors
Interim Operating Executive
Interim CEO, COO, President, CMO: Start-ups, Turnarounds, Restructures, Acquisitions, Private Equity Portfolio Companies
CLIENTS
A FEW HIGHLIGHTS
