Tracy Collins

About Tracy Collins

I have served in merchant and sales roles in the outdoor industry for over 20 years. These experiences have included retail manager, forecast analyst, inventory planner, buyer, general merchandise manager, vendor/brand sales manager, product line manager, senior merchandise manager, and director of sales. My diverse background demonstrates my ability to lead and succeed with a unique transferable skill set across multiple roles within sales and retail.BRIEF: I believe the CUSTOMER should direct strategies and go-to-market framework, positioning the business for key performance indicators and customer needs to in parallel be successful. Focusing on the customer at the center, I provide vision, market intelligence, analysis, and emerging trend strategies, to ensure products are innovative, relevant, and profitable.LEADERSHIP: Directing teams of 2 to 16 individuals and developing talent have been central to my career success. I embrace Simon Sinek’s words “There are leaders and those who lead”. “Those who Lead, INSPIRE US”. My role as leader is to orient teams in an aligned direction, and create a positive, safe environment for creativity, open and honest dialog, accountability, and collaboration toward common goals.EXPERIENCE: I focus on market intelligence, consumer insights, and business KPIs, and feedback from my rep and retail partners to develop customer-relevant go-to-market strategies. This insight provides a platform to direct and influence product development, shape E-commerce and In-Store experiences, and develop rich partnerships with retailers and vendor partners. This vision has resulted in an abundance of industry award-winning product awards and nominations, growth in emerging product lines, and market-share increases in heritage categories.PERSONAL: My family and I reside in the greater Seattle area of the beautiful Pacific Northwest. We actively embrace and live the outdoor lifestyle. On any given day you will find us exploring the remote trails around Mount Rainier, skiing Crystal Mountain, climbing, biking, fly fishing or just hanging out at local parks.

Experience

1. Director of Sales & Marketing

   Exped Usa

   Jul 2020 — Present · Seattle, WA, US

   Since 1997, the EXPED team has embraced a spirit of adventure and Swiss heritage by refining every detail and removing the unnecessary. This Swiss sensibility of \"tireless refinement\" has produced countless award-winning sleeping mats, tents, packs, sleeping bags, and gear accessories. EXPED remains a privately owned company with a passion for building innovative, first-to-market gear. Responsible for the development of wholesale and digital sales strategies which support and drive the company’s channel sales growth and profitability plans.SKILLS-Define long range business plans and execution strategies to achieve brand growth targets-Develop and execute seasonal go-to-market strategies-Manage 10 sales agencies across the USA-Develop and manage seasonal and annual sales plans-Responsible for all distribution and sales channel strategies -Expert within line planning and product performance, productivity, capacity, and pricing analytics-Set and optimize wholesale and retailing pricing-Create strong cross functional partnerships that drive alignment to deliver brand objectives-Develop and foster productive and trusting partnerships with retailers-Consumer centric mindset with the ability to influence across a complex organization-Build and nurture a collaborative and passionate team culture-Create sales reporting and on-going analytical sales tools

Education

• Radford University

  Bachelor of Science - BS, Business, Management, Marketing, and Related Support Services