Brand leader focusing on commerce, strategy, profit and people to spark new growth, create turnarounds, revive heritage brands and scale early-stage brands. Real success stories and a track record of tangible results in global brands and businesses.
‘I love consumer lifestyle brands, consumer products, and using my experience to help guide and energize teams to growth. While I provide big-picture thinking and strategy, I also bring real-world case studies and proven tactics, while rolling up my sleeves and participating in the work’.
Case Studies
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Sneakers for CEOs
In the past, athletes wanted to be rappers and rappers wanted to be athletes. Now they both want to be entrepreneurs.
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The Board
Working with Diplo, 100 consumers made real decisions for the future of K-Swiss.
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Tokyo Rising
Real, newsworthy stories, delivered via short digital films. This series for Palladium broke new ground.
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Collaborations
The red convertible drives desire and traffic, then the customer comes into the dealership and buys a station wagon.
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Compton Country Club
Partnering with YG, we merged K-Swiss’ tennis heritage with Foot Locker’s LA community.
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The 'No Tree' Rule
If your biggest competitor has huge share, then trying to beat them at their own game could be a waste of resources.
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The 'Only' Exercise
Finish this sentence.. ‘My brand is the only…’ If you can’t do that, then we have some work to do.
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Actions Speak Louder Than Words
When it comes to getting the team to follow your brand mission, talk is cheap.
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Use Your Competitors Strengths Against Them
It’s the David v Goliath story. Find ways to use perceived strength as weakness.
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Crushing It
600 limited pairs, launched with pop-up’s in London, Toronto and LA.
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Dreamers & Do'ers
Telling the authentic LA history of the K-Swiss brand through the lens of NBA legend Baron Davis.
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Consumer Insight: Tennis
Finding consumer insights can lead to purposeful product design briefs, that drive solutions to real consumer needs.
Core Competencies
BRAND STRATEGY
Brand Mission - Brand Purpose - Positioning - Differentiation - Competitive Analysis - Breakthrough Ideas.
PRODUCT STRATEGY
Range Architecture - Product Line Management - Design Briefs - Category Expansion - Pricing - Product Lifecycle.
MARKETING STRATEGY
Consumer Insights - Digital Content - Performance Marketing - Creative - Collaborations - Social - Media.
PEOPLE STRATEGY
Senior Leadership - Org Structure - Talent Development - Core Values - Culture - Performance Management - Recruiting.
CHANNEL STRATEGY
Sales Leadership - Retail - Wholesale - Ecommerce - Digital Marketplaces - Licensing - International Distribution
FINANCIAL STRATEGY
P&L Management - Budget Setting - Forecasting - Expense Management - Cost Reduction - Revenue Growth - Profitability.
Email
barneyjwaters@gmail.com
Phone
(818) 217-5375