EASTERN MOUNTAIN SPORTS

The Challenge: A 60-year-old outdoor brand had lost market relevance while the parent company struggled with fragmented creative operations across 10 international subsidiaries, leading to inefficiencies, inconsistent brand execution, and missed growth opportunities in a competitive $12B outdoor market. My Role: Global Creative Director, GoDigital Media Group (10 Subsidiaries) What I Did: Conducted a comprehensive operational audit across 10 subsidiaries spanning the US, Mexico, Colombia, Sri Lanka, and Japan, identifying systemic inefficiencies and developing a strategic transformation roadmap. Built and centralized a global creative service model managing 25+ cross-functional team members (creatives, designers, marketers, web developers) across multiple time zones and markets. Presented strategic recommendations to C-suite leadership that consolidated workflows, optimized budgets, and elevated creative output across the entire corporate portfolio (BOB's Stores, YogaWorks, Eastern Mountain Sports, Nglmitu). Spearheaded the complete Eastern Mountain Sports brand revitalization—developing a repositioning strategy, directing visual identity redesign, orchestrating e-commerce transformation, and producing multi-channel campaigns that reconnected a heritage brand with modern outdoor enthusiasts. The Impact: Transformed fragmented international operations into a scalable, centralized creative service model that reduced production costs by 15% while improving quality and speed-to-market across all regions. Repositioned EMS as a contemporary outdoor brand, delivering a strategic refresh that increased digital engagement by 35% and established a foundation for sustained growth in competitive global markets after 60 years in business. Leadership & Scale: Managed teams of 25+ across multiple countries | Unified operations across 10 international subsidiaries | Developed talent assessment and retention strategy | Presented strategic transformation roadmap to C-suite | Reduced costs 15% while increasing output quality Key Deliverables: Global creative operations framework | Strategic transformation roadmap | Brand repositioning strategy & guidelines | Multi-market website redesign & UX | Video production & commercials | Cross-channel campaign creative | Departmental efficiency systems