Rama McCabe

About Rama McCabe

A highly accomplished and innovative creative director, fashion designer, and business leader with extensive experience in the surf, skate, and fashion industries. Originally from Byron Bay, Australia, his early years were shaped by the ocean, surfing competitively and embracing a coastal lifestyle that inspired his passion for design. Rama’s career began at Rip Curl and evolved through leadership roles at Globe, O’Neill, and TCSS, where he honed his skills in creative direction, trend forecasting, market analysis, and product development.As the Co-Founder and CEO of Banks Journal, Rama brought his vision for merging streetwear and surf culture to life, guiding the brand from concept to global recognition. With expertise in building brand identity, leading cross-functional teams, and overseeing creative initiatives across platforms, Rama’s work blends creativity with strategic business acumen. Now a creative director and brand strategist, he continues to set industry standards, inspiring teams and crafting impactful, innovative designs that resonate with audiences worldwide.

Experience

1. Vice President North America

   Deus Ex Machina Motorcycles

   Jan 2026 — Present · Venice, CA, US

   Responsible for leading and scaling the DEUS Ex Machina business across North America, with oversight spanning wholesale, retail, DTC, operations, and brand execution. Partner closely with global leadership to align regional strategy with the broader brand vision while driving sustainable growth in a highly competitive market.Key responsibilities include- Leading North American commercial strategy across wholesale, retail, and direct-to-consumer channels- Managing key wholesale accounts, sales strategy, forecasting, and margin performance- Overseeing retail operations, staffing, SOPs, and in-store execution across company-owned locations- Driving operational discipline across AR/AP, inventory management, and business processes- Acting as the central connector between global HQ and the North American team to ensure alignment on product, marketing, and brand standards- Supporting product direction, seasonal planning, and go-to-market strategy tailored to the North American consumer- Building, mentoring, and structuring high-performing teams across sales, retail, and operations- Identifying growth opportunities, partnerships, and efficiencies to strengthen long-term market position