BRAND XLR8R LLC
BRAND XLRATION ADVISORY
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BRAND BUILDER. GROWTH ARCHITECT.
Innovative operating executive with a hands-on track record of success leading global active lifestyle brands.
- Versatility: start-up, turnaround and growth management.
- Range: P&Ls $10M to $425M+, A&P $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 in size 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 has evolved through product/brand management, marketing/sales management, to general management. I have 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 a resonant brand marketing story. Being a former university athlete, and competing at international level has provided me a solid foundation for 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
RECENT & FORMER​
