Respected Vice President of Marketing with 30-year track record in manufacturing/active market, leading successful marketing departments and branding initiatives. Creating the full circle from conception to launch, it has been a privilege to see this journey through. As a co-founder of the Balega brand, we sold our business to Implus in 2015 and remained on contract in an advisory capacity until June 2021. It has been a great personal learning experience and we have doubled the brand revenue in the past 5 years.
At the time as VP Marketing for Balega/Implus, part of our negotiation during the sale of our Balega business was that I would continue my involvement and activities with the privately family owned Falke Group out of Germany.
Falke is a high end textile manufacturer and has major market dominance in Germany and other European countries.
My role involved the following:
Founded the Balega brand of Performance socks in a crowded space and became the number 1 selling sock in the run specialty channel within 5 years.
Responsible for all marketing and product development.
Joined as the Marketing Manager and position grew to include heading up the design department, Marketing for the business entity - all divisions as well as sales.
Was part of the Executive Team at time of leaving.
Photography is one of my passions and for a long time we had a darkroom at home allowing us to develop and create magic.
I find the solitude and the mystique of the darkroom very inspiring and rejuvenates my creativity.
Cooking is a bit like travelling - you can travel around the world through eating different cuisines and you can do this with people, preparing and sharing meals. I love creating experiences and this can be done through cooking. Same goes for reading - I travel the world reading books - I have fallen in love with countries merely by reading books.
When we founded Balega, we wanted more than anything to create a vehicle to give back to the underserved in our community. Running and runners are an incredibly giving community and they love to give back. Our non profit, the Lesedi foundation has and continues to be able to donate therapeutic play parks, pools, a wheelchair friendly bus and a number of scholarships for students for many years running.
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