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TIM METCALFE
CURRICULUM VITAE
PROFILE
Dynamic Brand Marketing and Sales professional who is driven by success, experienced in category
management planning on a strategic and commercial level with a track record of significant business
increases.
Transferable skill set and able to work across numerous consumer product categories, different industries
and managing multiple stakeholders – proven experience in both senior commercial, brand management
and buying roles.
Excellent communication skills, enabling clear understanding of customers’ needs quickly in a changing
market.
CAREER HISTORY
From September 2013: TM Consulting - Marketing and Retail Consultant
Projects Achieved
 Set up a new business development unit for the Idealogy Marketing Agency in order to promote
their creative and strategic services to SMEs and start up brands
 Conducted various consumer research projects on behalf of the Agency
 Developed lead generation campaigns, rebranding and website builds for brands
 Researched, designed and developed branded garment ranges for retail
 Photo shoot project management and product photography direction for retail brands
January 2013 to June 2013: Amer Sports - Strategic Account Manager for the Specialty Market
Achievements
 Increased the Salomon footwear business (10% like for like) by developing an early release
exclusive product launch of the new XA Pro shoe with Cotswold Camping
 I developed marketing plans for the key Speciality retailers with the Head of Marketing for the North
Zone
Key Responsibilities
 Own negotiation of terms and business planning with the senior stakeholders of the strategic
accounts including; Snow & Rock, Blacks, Go Outdoors, Cotswold Camping and Wiggle and Chain
Reaction Cycles
 Develop and lead in store excellence initiatives to drive sales and profitability through increasing
brands presence in store
 Represented Amer Sports brand portfolio including Salomon, Atomic, Suunto, Bonfire and Nikita.
Summary
This portfolio role was restructured after six months and I was offered redundancy.
September 2000 to September 2012: Animal - New Product Development Category Manager
Achievements
 Created a new brand positioning strategy for Animal which was then implemented across all
internal stakeholders in sales, retail, marketing, design and development teams as part of my role
 Project managed the market repositioning, range planning and design briefing of the Winter 2013
snow sports apparel category in conjunction with a freelance design team
 Developed a new technical foot bed product and shoe in conjunction with D30 impact protection
technology for skate and BMX sports
Key Responsibilities
 Identify and develop new product revenue streams with focus on new technical products which
support the brand strategy’s identified core sports
 Manage new product development process from concept to commercialisation within margin targets

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 Financial control of new product development operational budgets and inventory to improve
profitability
 Provide market research to identify range extensions to enhance the existing Animal product
ranges for Design team
 Present new seasonal product collections to key accounts, International Distributors and provide
detailed customer feedback to Design and internal sales teams
Summary
Animal was going through a period of continued overhead restructuring and I accepted redundancy after 7
months.
December 2007 to January 2012: Animal - Retail Buying Director & Special Projects
Achievements
 Directly contributed to turning round the Animal Retail Division and achieved sales in 2008 of £12.7
million at wholesale value across 25 stores (+15% like for like increase)
 Developed a men’s apparel collection to target the 30 plus consumer and built it to 15% of overall
menswear sales achieving incremental sales of £180,000 at wholesale value
 Increased sales of the ecommerce store to £1,600,000 at wholesale value from 2009 to 2012
 Researched the market, sourced a suitable supplier partner and set up a licence agreement with
The Pryde Group UK to develop the technical product category, wetsuits. Sales of the wetsuit
division from 2008 to 2012 generated an incremental turnover of £530,000 at wholesale value
Key Responsibilities
 Manage buying budgets, allocation and visual merchandising presentation of all products and align
with the season and the brand strategy
 Develop category strategies at retail store level in alignment with the brand direction
 Develop and execute retail marketing programmes including point of sale and in store promotions
 Develop and take to market a new technical product category plan to reinforce the Animal brand
values
 Lead merchandising strategy for new company owned B to C ecommerce store for launch in
Summer 2009
 Execute and sign off with Executive team the seasonal collection buy plans for company owned
stores
 Develop in season special products and initiatives to drive incremental sales and profitability
 Brief Design department on all Retail’s product range requirements
 Manage Retail buying team consisting of Assistant Buyer and Buyer’s Administrator
Summary
My role was restructured and the internal buying and merchandising function for the Animal retail stores
was outsourced to reduce overheads.
June 2005 to December 2007: Animal - UK Brand Manager
Achievements
 Contributed significantly as part of the senior management team to growing the company turnover
year on year to £51,705,619 and delivered a gross profit increase of over 45% by December 2007
 Achieved sales of £8,000,00 by 2007 (50% like for like increase) for the Blacks Outdoor Group
 Developed new sales channels and consumer types for the Animal brand as a result of developing
a new product range plan strategy for the outdoor lifestyle market
 Introduced business planning with strategic key accounts; Blacks, Debenhams and John Lewis
Key Product Responsibilities
 Work with all internal stakeholders on the development of the brand strategy, own the product
category range planning and devising marketing initiatives to support the Sales team and key
customer
 Develop strategic plan for all product categories with the Marketing team and Head of Design
 Develop and compile detailed range plans for all product categories for the Design team and
debriefing from national and international sales teams

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 Trade shows and product launches organisation including presentation of ranges to UK sales force
and International Distributors
 Compile market intelligence and target consumer analysis to ensure correct balance between a
commercial and directional product range offer is maintained
 Liaison with Head of Retail Operations to review performance of retail product ranges and the
development of exclusive and SMU products for the Animal stores
September 2002 to June 2005: Animal – NAM & International Business Development Manager
Achievements
 Achieved £2 million turnover through a network of new Distributors in Europe from 2002 to 2005
Key International Business Responsibilities
 Review, restructure and grow the European market through a mixture of Animal stores, in store
areas and third party distribution in the larger markets such as Spain, Germany and France
 Find a suitable partner for the US market and start to re-establish the Animal brand in the US
 Coordinate all sales and marketing activity in liaison with the International Business Consultant to
focus on developing the French, German and Spanish markets
September 2000 to September 2005: Animal - National Accounts Manager
Achievements
 Developed new distribution channels and increased sales by £2,000,000 at wholesale value
including account management of sports retail multiples Allsports and JD Sports
 Project management of new product category launches including footwear and sunglasses to key
customers
 Developed an internal quick response product development structure to support key customers in
order to drive incremental sales
Key Responsibilities
 Maintenance and development of national key accounts including targeting of specialist multiples
such as Allsports, JD Sports and Blacks to develop a broader distribution for the brand
 Manage the range planning and scheduling for all product categories
 Develop strategic plan for all product categories with the Marketing team and Head of Design
LANGUAGES
Conversational French, German and Spanish
EDUCATION
1987 to 1989 Bournemouth University
HND - Business and Finance
1986 to 1987 continued education at a French school for a year
1980 to 1985 Campbell College, Belfast
8 ‘0’ Levels, 1 ‘AO’ Level, 1 ‘A’ Level
INTERESTS
I maintain a healthy lifestyle and fitness level, enjoying action sports including surfing, skiing, snowboarding.
PERSONAL
Nationality: British Marital Status: Married
Date of Birth: 5 July 1966 Telephone: 07714 854368
Address: 25 Furze Hill Drive, Poole, BH14 8QL Email: Tim_Metcalfe@hotmail.co.uk