Scott Franklin

Led the B2B and B2C brand communications strategy and product marketing for the in-house accessories brand. Responsible for the go-to-market execution, including product positioning, content development, digital marketing, media relations, package design, advertising, point-of-sale, sales collateral, trade shows, training, and photography.

✔ Contributed to $43M revenue growth in nine years. Developed and led online marketing plan to drive direct-to-consumer business. Created social media strategy to deliver 6.5 billion earned media impressions. Worked with various media outlets and social media influencers to review products to gain free exposure on digital platforms. Led team of five and a budget of $1.7M, reporting to GM.

Launched Amazon.com business, doubling business month-over-month for the first six months. Led strategy and transition from a vendor-central model to seller-central to reclaim pricing and inventory control.

Led the competitive analysis, industrial design, product roadmap, pricing, brand strategy, creative, and go-to-market execution with a team of six and a budget of $1.5M, reporting to GM. Led the brand marketing creative, positioning, messaging and packaging to be differentiated and to resonate with retail buyers and consumers.

✔ Developed a line of proprietary products that were unique in form and function. Successfully created a consumer brand and product platform that resulted in placement in over 10,000 retail storefronts and double-digit revenue and LGP growth year-over-year.
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Led marketing strategy, advertising, merchandising, collateral, trade shows, athlete management, and ecommerce.

✔ During high-growth tenure, revenue grew from $16M in to >$300M, with an increase in budget oversight from <$1M to $20M. Market opportunity expanded from skateboard and snowboard niches to active-casual footwear and apparel. Implemented custom marketing programs with retailers, including Foot Locker, Nordstrom, and JCPenney. Vetted and managed relationships with large marketing and advertising agencies, including J Walter Thompson, McCann Erickson, and Marc USA. Advertising appeared on such outlets as MTV, Rolling Stone, and Sports Illustrated. Named “Most Powerful Marketers” by Ad Age and “Coolest Brand” by Teenage Research Unlimited.

Promoted and relocated to develop and execute regional marketing initiatives for 11 distributors and licensees in Japan, Korea, Taiwan, Hong Kong, Thailand, Philippines, Singapore, Malaysia and Indonesia.

Recruited to assist with planning and executing all marketing programs at a time when management had decided to push growth and gain international visibility. Created marketing programs to drive brand awareness, and launched a retail website in 1996, one of the first brand-specific ecommerce sites.

Student Government Vice President, Chairman of Student Senate, Greek Counsel Founder, Class President, TEP Greek Service Organization