Tony Torrance

Liberated Brands – Spyder Active – Boulder CO
Director – Global Product Line
Oversaw all global product category management for Lifestyle and Performance categories. Led with innovation, culture, and mountain authenticity being at the heart of the process. Responsible for overall product direction and seasonal storytelling to drive broad customer and consumer adoption.
- Accountable for all men’s and boys’ global product categories - $50M wholesale (ski outerwear, lifestyle, baselayer, accessories) – including category extension into Spring/Summer
- Responsible for all aspects of product - design, merchandising, margin, costing, pricing
- Manage United States Ski Team business (Retail “take down” and team only product)
- Led artist collaboration and creation - 2022 Olympic uniforms for the USA Ski Team
- Led advanced development efforts for inline and United States ski team
Including upcycle, recycle, and biodegradable materials and non-newtonian body armor
- Responsible for product collaborations (Ford, Reebok, Eric Haze, Jackson Pollock)
- Drove Pre-line meetings with key account buyers and trusted members of outside/rep sales force
- Worked with international/regional product managers to assure product met global needs

• Identify new business and product opportunities
• Define category and property strategy
• Partner in the development of Marketing plans and approvals relating to advertising, social media and public relations
• Assist in cost assessment (ROI), recommendations and input for research dedicated to managed category
• Key point of contact for Go-to-Market activities including internal group integration
• Maintain current knowledge of industry trends, competitors, business opportunities, and threats
• Partner with licensors, product development and sales teams on merchandise assortment plans for retailer pitches and exclusive products
• Ensure licensor product lines reflect partner quality and brand/property objectives

Overview: Transformed stale, flat category into top-performer. Reversed 4 years of stagnant growth into top performing category in company portfolio (mountain bike apparel). * Managed loose fit cycling apparel and cycling footwear business units * 3 year vision and cradle to grave process improvement * 20% SKU reduction with 25% category sales growth both (apparel and footwear) * Created overarching footwear technologies that repositioned the brand * Led the identification of global market opportunity and product line extensions for loose fitting road cycling apparel * Responsibility for cycling footwear design * Managed one internal footwear designer * Identify external design resources * Managed and planned activities to meet yearly budget * Traveled to Asia and Africa to oversee final development and sign off on new styles

* Member of a four person team that designed and built Lance Armstrong's 2005 Tour de France "winning" TTX time trial bicycle. Project took 4 weeks, shortest in Trek's history * Designed and developed Nike cycling shoes * Worked with Nike Cycling team to ensure products would fit the target market * Designed and developed 2007 Trek Top Fuel and Fuel EX mountain bikes * Worked with suspension vendors to ensure optimal performance * Led user research (motivation, target market, perception), design and development of 2007 Lemond carbon fiber road bike