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IAN C.

BELL
South Jordan, UT 84095

949-939-8483

iabell@cox.net

VP / DIRECTOR - SALES & MARKETING


Growth Strategies / Major Accounts / Sales Leadership / Lifestyle Marketing / CRM / Branding
Market & Trend Analysis / New Product Launch / Budgeting & Forecasting / Global / Team Building
Proven leadership skills and strong personal achievements in strategic marketing, sales management and
development of selling & promotional strategies within highly-competitive fitness apparel and consumable
segments. Led planning, business development, operations and developed major account & partnership
relationships while building strong sales teams to drive growth and profitability. Can make a contribution by:

Designing breakthrough sales and marketing programs


Integrating marketing, pricing and selling strategies for better results
Building strong relationships with C-level contacts and key accounts
Developing top-performing sales and customer service teams

Highly-energetic & competitive with a personal need to achieve. Manage staff teams of managers and associates
by setting achievable goals, establishing metrics and rewarding top performers. Excellent communication,
presentation and negotiating skills. Born & educated in Rhodesia, now a permanent US resident.

CAREER HISTORY & SELECTED ACCOMPLISHMENTS


VP of Sales, EleVen By Venus, 2012-2015. Built and managed highly-productive national sales force for tennis
specialty and crossover sportswear. Expanded online sales, increased door counts 125% season-to-season and
generated 134% sales increase team during Fall 2013-Fall 2014. Among contributions:
Won buy-in from big-box sporting goods chain for EleVen by Venus. Sportswear line
designed by tennis star Venus Williams was introducing new Spring collection. Developed creative
strategy with customized sample pack to win an opportunity to present new line to major retailer,
Sport Chalet. Secured $60K order for 10-door opening.
Secured partnerships with three top online retailers. e-Commerce presented major opportunity
for EleVen by Venus. Targeted e-retailers Tennis Warehouse, Midwest Sports and Tennis Express
with focus on building long-term relationships and YTD sell-through. Increases ranged from 35% to
81% depending on account and season.
Increased sales 27.5% despite limited marketing resources. Company was looking to increase
brand awareness nationwide. Developed Womens League Tennis Team contest in conjunction
with USTA with target audience of 330,000 players in Southern CA. Successful promotion
generated nearly 30% sales increase.
Built new brand in highly-competitive channel. Created Im an EleVen Brand Identity Project
to shed tennis only perception. Successfully broadened brand appeal to runners, cross-fitters,
volleyball players, cyclists and others through program of personal appearances by Venus
Williams. All events exceeded expectations and helped to strengthen and expand brand equity.
CEO, Muscle Marketing Promotions, Inc., 1998-2011. Specialized in facilitation promotions; product sampling,
demo services, retailer training, street intercepts, club store & road shows, trade shows & conventions, mobile
marketing and other demonstration programs. Accomplishments include:
Established new consumables brand for First Brands. India-based company wanted to
establish Tasty Brite brand in North America. Developed end-to-end marketing & sales strategy
launched through Club Stores in the Northeast. Achieved national success with sell-through from
road show program. Sales of top-seller could soon reach $40M.
Developed highly-successful in-store demo program for Joint Juice. Muscle Marketing
needed to increase consumer awareness of its powerful supplement drink. Developed training
program for 260-store Sams Club demo supported by highly-trained professional field staff.
Successfully increased Joint Juice sales 100%.
continued

IAN C. BELL PAGE 2

CAREER HISTORY & SELECTED ACCOMPLISHMENTS (CONTD)


Director of Marketing & Product Development, Vincent Motorcycles Apparel Line USA, 1996-1998. Created and
executed media, trade shows, events and direct mail campaigns for active wear line. Among major contributions:
Developed brand recognition concepts for re-introduction of Vincent Motorcycle brand.
Highly-regarded Vincent motorcycle brand was preparing for ring for re-launch. Developed new
promotional and branding concepts for to ensure long-term success and was part of staging and
public relations event planning..
President, U&I Designs, 1991-1996. Designed & produced custom apparel programs and managed global
manufacturing including partnerships with Asian factories. Generated $50M+ sales for Marlboro Adventure Team.
Major accomplishment:
Manufactured custom sportswear for large-scale, national promotion. U&I Designs was
chosen to create and manufacture sportswear for biggest sales promotion in packaged goods
history, the Marlboro Adventure Team. Designs and attention to detail made collection memorable.
Successful promotion generated $50M in sales.
Earlier: Served as International Division Director, International Race and Rally Wear. Developed and grew Club
Maui, a line for high end resorts and golf retailers. Started career with Seagull Race and Rally Wear, South Africa.

Education: Received his education in his native Rhodesia and served honorably
in the Rhodesian Army prior to beginning his sales & marketing career in South
Africa. Emigrated to the United States in the early 1990s and is now a permanent
US resident.
Personal: Married with two children and live a highly-energy lifestyle; coaching
rugby, playing competitive squash and mountain biking. A dedicated runner and
fitness enthusiast, have completed 10 marathons.
References: A list of well-informed personal and professional references can be
made available to interested parties.

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