Erik Forsell

Current

Vice President of Brand Development at La Jolla Group / Brands: O'Neill/Rusty/Lost/Metal Mulisha

Past

Marketing Director at Nielsen Business Media
National Account Manager at YouthStream Media Networks
Account Executive at Petersen Publishing

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Education

San Diego State University-California State University
University of San Diego

Recommended

4 people have recommended Erik

Connections

159 connections

Industry

Marketing and Advertising

Websites

Erik Forsell’s Summary

Resourceful leader and driven marketing specialist possessing over fifteen years experience implementing strategic brand and profit building programs. Possess strong and persuasive interpersonal skills that lead diverse teams to develop and implement innovative solutions.

Erik Forsell’s Experience

Vice President of Brand Development

La Jolla Group / Brands: O'Neill/Rusty/Lost/Metal Mulisha

(Apparel & Fashion industry)

October 2005 — Present (4 years 2 months)

Vice President of Brand Development, LA JOLLA GROUP, Irvine, CA
• Provide strategic marketing direction to all La Jolla Group brands (O’Neill, Rusty, Lost, Metal Mulisha) on ad campaigns, web, in-store, public relations, budgets, events, etc.
• Built the digital division business unit (web, video, and photo) managing staff and P&L.
• Develop and manage web initiatives and e-commerce.
• Launched six websites in 16 months by effectively and efficiently working directly with sales, IT, operations, marketing, merchandising, design and finance.
• Developed online catalog pre-book and at-once strategy to achieve maximum sales in consumer direct channel without sacrificing wholesale inventory availability.
• Developed and maintain affiliate and keyword programs to drive revenue and traffic.
• Drive consumer integration/involvement through online social marketing strategy.
• Utilized project management skills to create, develop, and execute retail strategy for all La Jolla Group brands from location selection, financials, lease negotiation, store design, staffing, day-to-day operations, marketing and analysis.
• Spearheaded the development and maintenance of both the O’Neill and Metal Mulisha five- year business plans involving multiple stakeholders and category experts.
• Selected to the O’Neill World Wide integration team determining global branding strategy between new trademark owner and licensees that led to such things as new athlete acquisition and global product platforms.
• Manage trademarks and patents for all La Jolla Group brands to provide global protection for assets.
• Contributed to retail partnerships and acquisitions from contract to execution resulting in increased distribution and sales.
• Develop corporate partnerships providing co-branded company vehicles and digital equipment in trade for video assets.
• Recognized need for La Jolla Group PR partnership and facilitated a successful outcome resulting in increased company exposure.
Marketing Director

Nielsen Business Media

(Public Company; VNU; Market Research industry)

2004 — October 2005 (1 year )

• Developed and executed marketing strategies to promote attendance of surf, skate, swim, snow, lifestyle, sporting goods and mass market retailers at trade events.
• Implemented and managed sales plans to grow booth and advertising revenue raising show attendance and attendance revenue by 12%.
• Managed all aspects of marketing and communications: copy writing, creative development, advertising, collateral, public relations, market research, email marketing, web site redesign, and budget management and strategic partner relations.
National Account Manager

YouthStream Media Networks

(Marketing and Advertising industry)

June 1999 — June 2002 (3 years 1 month)

• Started and managed YouthStream’s San Francisco office after relocating from the Los Angeles office.
• Developed and implemented successful targeted marketing programs for Fortune 500 companies (ex. Levi’s, Nike, Visa, Sony) interested in reaching young adults through integrated campaigns.
• Consulted and managed clients on how to best utilize YouthStream’s extensive properties including print, custom sponsorships, out-of-home, and retail network.
• Ranked as a top ten account manager out of fifty based on new client development and sales.
Account Executive

Petersen Publishing

(Public Company; 10,001 or more employees; Publishing industry)

1998 — 1999 (1 year )