ERIKA BRUHN
Portland
Summary
Dynamic marketing executive with 15+ years of leadership experience in the outdoor industry and natural products channels. Skilled in driving growth and profitability through innovative creative strategies, with a proven track record of transforming brands during turnaround and high-growth phases. Visionary leader who values authenticity, mission-driven approaches, and creating meaningful connections with customers. Recognized for adaptability, creativity, and fostering a collaborative team environment that drives results.
Overview
20
20
years of professional experience
1
1
Certification
Work History
VICE PRESIDENT, MARKETING & COMMUNICATIONS
Sunday Afternoons
01.2018 - Current
- Direct global brand strategy and communications for Sunday Afternoons, a 30-year leader in outdoor technical hats and accessories.
- Lead global omnichannel marketing and communications for the Sunday Afternoons brand and private label portfolio in 66 countries, including DTC and B2B marketing.
- Oversee performance marketing, eCommerce and marketplaces (Amazon, dropship, and key accounts), paid media and SEO. Oversee and execute consumer research to inform DTC strategy, site performance, and consumer purchase funnel behavior.
- Lead seasonal wholesale GTM marketing planning, working with global distributors and regional marketing teams to develop strategies that align with annual business goals.
- Drive global communications for the brand, ensuring brand identity, messaging and tone of voice are consistently represented across all marketing touchpoints, inclusive of PR, organic social, influencer/ambassador programs, affiliate marketing, and retail marketing.
- Oversee creative strategy for the brand including content creation, video, photography, and graphic design for digital and print media.
- Develop and implement brand and product campaigns, leading seasonal assortment planning and go-to-market rollouts.
- Create creative briefs for campaign-related assets, ensuring deliverables are aligned with brand objectives.
- Manage internal DTC and design team and external agencies, including brand agency of record, PR, social, and performance marketing team.
GLOBAL DIRECTOR, MARKETING & BRAND
Klean Kanteen
01.2013 - 10.2017
- Led global brand direction and strategy for Klean Kanteen, a B-Corp, including sustainability marketing communications, go-to-market planning, brand identity, and B2B and B2C marketing strategy.
- Directed global marketing efforts, including sales and marketing tools, brand guidelines, and a brand directive for expansion into the European market during a critical growth and turnaround phase for the company.
- Led consumer research and insights projects ranging from in-home interviews, intercepts, and focus groups that informed brand positioning, campaigns, and content.
- Managed 360 marketing programs that supported the mission-based brand to reduce single-use waste, including PR and social media activations, video and photography, and experience marketing.
- Directed external agencies, including the brand agency of record, all marketing vendors, and the international marketing team.
MARKETING MANAGER
Sierra Nevada Brewing Co.
01.2011 - 09.2013
- Led brand direction, communications, and marketing programs for a global craft brewing pioneer
- Planned and executed all consumer communications, with an emphasis on sustainability marketing, brand experience, and storytelling for B2B and B2C channels, PR, digital, and social media
- Directed the communications plan and press team responsible for messaging to support the build and opening of a new brewery in Mills River, North Carolina
- Managed in-house communications, marketing, and graphics team responsible for packaging, and on-and off-premise materials
- Coached, developed, and managed a team of six direct reports.
BRAND STRATEGY & MARKETING CONSULTANT
Self-Employed
01.2008 - 01.2011
- Marketing communications consultant for a variety of outdoor lifestyle, apparel/footwear, sporting goods, and natural products brands. Clients included:
- Nike Foundation: Developed brand communications for the Girl Effect (www.girleffect.org), including a prospectus and communications plan for The Nike Foundation plenary on girls at the World Economic Forum in Davos, Switzerland.
- CamelBak: Led marketing communications for a global leader in personal hydration gear. Created brand guidelines and a global marketing plan for reusable lifestyle bottles.
- Living Harvest Foods: Interim Marketing Director for a manufacturer of hemp food products. Developed a brand book and guidelines, annual marketing plan, social media strategy, and associated digital programs.
MARKETING MANAGER
KEEN, Inc.
01.2005 - 09.2007
- Managed brand strategy and communications for KEEN, a global footwear and accessories brand, during a high-growth phase, from $35MM to $250MM annual revenue.
- Led 360 marketing plans, including paid media and DTC launch for the brand.
- Drove campaign development for the STAND campaign around sustainability, awarding over $150,000 in grants for inspiring projects driving social change.
- Conceptualized and produced Hybrid Pedal, a 1000-mile bike tour and documentary designed to generate visibility for the preservation and protection of wildlands and KEEN Foundation partner, the Conservation Alliance.
- Directed marketing communications and creative for the brand, including the PR team, the agency of record, and digital and retail marketing agencies. Managed and coached an internal team of four.
Education
Bachelor of Arts - Political Science, French
Haverford College
Haverford, PA05-1996
Junior Year Abroad - Political Science
L'Institut De Sciences Politiques
Paris, France05-1995
A1.2 Deutsch -
Sprachschule Aktiv
01.2024
A1.1 Deutsch - undefined
GLS
01.2020
Skills
- Executive Leadership, Coaching, and Team Development
- Strategic Communications
- Global Brand Positioning and Identity
- Omnichannel, 360 Marketing
- Ecommerce Performance Marketing
- Go-to-market strategy Development
Websites
Certification
Certified Holistic Health Coach
Languages
English
Bilingual or Proficient (C2)
French
Advanced (C1)
German
Elementary (A2)
Timeline
VICE PRESIDENT, MARKETING & COMMUNICATIONS
Sunday Afternoons
01.2018 - Current
GLOBAL DIRECTOR, MARKETING & BRAND
Klean Kanteen
01.2013 - 10.2017
MARKETING MANAGER
Sierra Nevada Brewing Co.
01.2011 - 09.2013
BRAND STRATEGY & MARKETING CONSULTANT
Self-Employed
01.2008 - 01.2011
MARKETING MANAGER
KEEN, Inc.
01.2005 - 09.2007
A1.1 Deutsch - undefined
GLS
Certified Holistic Health Coach
Bachelor of Arts - Political Science, French
Haverford College
Junior Year Abroad - Political Science
L'Institut De Sciences Politiques
A1.2 Deutsch -
Sprachschule Aktiv
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