Michael Sean Moore

Sales, merchandising, marketing and operations leader with a record of achievement and demonstrable success building brands, creating profitability and driving revenue growth in multiple trade channels

517 Oak Drive Capitola, CA 95010 michaelseanmoore@gmail.com 831.334.1569

Career Summary
Sales Management / Digital Commerce Management / Merchandising / Marketing Communications / Business Development / Retail Specialist / Brand Champion / Customer Recruitment & Retention / Training & Leadership

Dynamic, passionate, entrepreneurial professional who has driven million-dollar sales growth, managed the P&L to significant increases in net income and profitability, built, trained and managed motivated teams, negotiated, contracted and implemented key business partnerships, and scaled domestic and offshore partner relationships to increase brand awareness, drive customer conversions, and create brand loyalty. As a captain of commerce, I have a record of transforming brands into optimized, differentiated engines for driving revenue, market share and profitability growth.

Further core competencies include:

Team and Leadership Skills Merchandising Development Profit and Loss Responsibility Promotional Event Coordination Sales and Technical Product Training Customer Relationship Management Supply Chain Management Call Center Management Investor and Board Relations Digital Commerce Management Public Relations Product Life Cycle Management Retail Design Bicycle Technician

Professional Experience
Sales and Marketing Manager, 2008-Current Calfee Design, La Selva Beach, CA
Calfee Design is a global leader in the manufacture and repair of high-end carbon fiber bicycle frames. My responsibility is to create, implement and optimize sales and marketing plans that will grow the brand, create customer conversions and foster loyalty. Further, I manage our consumer, wholesale and strategic vendor/partner relationships, our product assortment, our branding strategy, our marketing communications, our public relations and promotional events calendar, our sales and technical training as well as assorted logistics and supply chain functions. I travel as required to support these responsibilities and am currently calendared to attend numerous industry and consumer events. Selected achievements include: Doubled gross sales in 5 years; company grows from less than 20 to more than 40 team members Net profit growth driven by significant revenue increase in high-profit products Enhancement of brand prestige through management of branding strategy Creation and implementation of new digital platform Successful channel management; growth in wholesale distribution through domestic and international accounts hand-in-hand with dramatic increase in consumer direct fulfillment

Michael Sean Moore

Retail Strategist, 2009-Current Bicycle Trip, Santa Cruz, CA

Since its inception in 1973, Bicycle Trip has been an important fixture in Santa Cruz Countys cycling culture. My responsibility is to grow revenue and enhance profitability. I work closely with ownership, management, sales and service staff to catalyze change and manifest best retail practices. Bicycle Trip was recently named one of the 100 Best Bike Shops in America by both Bicycle Retailer and Bicycling Magazine.

Director of Sales and Merchandising, 2006-2008 Ridegear.com, Santa Cruz, CA

With over 500,000 unique visitors each month, RideGear.com (now cruisercustomizing.com) was recognized by Internet Retailers Top 500 Guide as one of the worlds leading online retailers. Founded in 2000, RideGear.com specialized in worldwide distribution of motorcycle parts, apparel and accessories. As Director, I was responsible for creation, implementation and constant optimization of our direct sales, marketing and merchandising plans. Selected achievements include: An 18% increase in year-over-year sales ($1.5 million in new revenue) A 25% reduction in operational costs anchored by organizational optimization highlighted by a 30% reduction in FTE and an ROI driven recast of marketing campaigns resulting in a 40k monthly contribution to net profit and incremental lift in online conversions A 300% increase in net income and profitability Q4 2006 vs. Q4 2007 Creation and implementation of a product and visual merchandising plan that resulted in enhanced data, scalable SKU-loading, and a demand-optimized product assortment Implementation of a supplier-direct fulfillment model that reduced COGS as well as end-user delivery time to 2.2 days, a 350% reduction in prior delivery performance Implementation of user-interface enhancements including predictive recommendation services, customer reviews and social merchandising, reactive and proactive chat services, as well as dynamic search, navigation and merchandising engines that contributed to an increase in customer conversions

Parts and Accessories Manager, Materials Department Manager, E-commerce Manager, General Merchandise Manager, Special Events Manager, 2004-2006 Santa Cruz and Green Valley Harley-Davidson, Santa Cruz, CA
Santa Cruz Harley-Davidson was one of the premier retailers in Santa Cruz County and earned a strong national reputation. As Retail Manager (encompassing the aforementioned departments), I managed purchasing, hiring, staffing, merchandising, inventory and materials handling, procurement and fulfillment, private label and licensed article production, event production and promotion, web-site development, Ecommerce sales and marketing for parts, accessories, general merchandise and vehicles, departmental profit and loss, as well as daily sales responsibilities all towards achievement of the dealerships overarching sales and service goals.

Owner, 1998-2004 The Spokesman Bicycles, Santa Cruz, CA

The Spokesman Bicycles is a market leading bicycle shop with a strong national reputation and annual revenues exceeding $2.0 million. As co-owner, I was responsible for creation and execution of our strategic plan as well as day-to-day business operations. Selected achievements include a 300% increase in gross sales to over $2,000,000, multiple trade honors including Bicycle Retailer & Industry News Top 100 Retailer and

Michael Sean Moore

Specialized Bicycle Components Top 5 Best Merchandised Retailer, and development and management of a nationally competitive elite racing team. Critical to our shops success was the implementation of best retail practices coupled with excitement resultant from development, identity, positioning, and equity of our brand.

General Manager, 1994-1998 The Spokesman Bicycles, Santa Cruz, CA

As GM, I oversaw marketing and sales functions as well as day-to-day operations of the business. As the agent responsible for managing both the revenue and cost elements of the company, I was likewise responsible for leading and coordinating the organizations strategic plan.

Sales Services Representative, 1993-1994 Specialized Bicycle Components, Morgan Hill, CA

Provided top quality dealer service and support for independent bicycle dealers. I managed day-to-day customer relationships in concert with outside sales partners. I consistently exceeded territory sales goals and topped department-wide sales contests and incentive programs. Further, I assisted product teams with naming, development and technical evaluation.