Lance Hakker
Brand Expert
Phone:
562-400-8257
Email:
Address:
225 S Topo St
Anaheim, CA 92804
About Me
My lifelong passion for immersing myself in the cultures of the things I love has been a guiding force in my career. Whether it's snowboarding and skateboarding, bass fishing of golf, or hiking while capturing wildlife through photography, I dive in and identify with my passion. This deep connection to niche communities is one of the intangible strengths I lean on.
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I thrive on the creative side of marketing and the rewarding challenge of nurturing teams. I’m a proactive collaborator, always focused on building bridges and driving success for everyone I work with.
Work Experience
October 2024 - January 2025
June 2022 - October 2024
October 2021 - June 2022
August 2020 - October 2021
February 2020 - August 2020
2017 - February 2020
2016 - 2017
2007 - 2016
2008 - 2016
2006 - 2007
2009 - 2011
Revelyst Outdoor - Camelbak
Interim Marketing Director
In the interim pre-sale of Revelyst to SVP, responsible for crafting and communicating CamelBak’s brand messaging across PR, traditional media, trade communications, ambassador, digital, and event channels.
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Lead strategy and manage all communications directly related to the brand, launch of new products and programs
Marquee Brands Group - Dakine
Digital Marketing & Snowboard Marketing Manager
In addition to my existing responsibilities; own the GTM calendar, brief all newsletters and SMS marketing, Manage workflow for email marketing coordinator and graphic designer, and work with VP of Ecom to ensure we are on brand and beat our 2023 e-comm forecast of $7m by almost $1m.
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Create creative briefs for lifestyle and snowboard marketing stories, hire out authentic content creators and models and/or
athletes.
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Developed and executed comprehensive marketing strategies to drive demand and revenue growth across wholesale and DTC
channels.
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Implemented date-driven optimizations resulting in 1000% increase in take-home dollars and a blended ROAS improvement from
4-7%.
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Fostered cross-functional collaboration between internal and external teams, enhancing communication channels and alignment
of goals.
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Managed multiple marketing channels from content planning to execution, ensuring brand consistency and maximizing market
impact.
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Provided strategic direction for the marketing team, promoting a culture of high performance, openness to change, and
continuous improvement.
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Successfully managed a 60% budget cut while expanding lifestyle marketing and maintaining product relevance within the
industry.
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Facilitated cross-functional collaboration with licensees, Europeans partners, and internal teams to optimize information flow on
product, marketing, and over-all brand strategy.
Marquee Brands Group - Dakine
Social Commerce Marketing Manager
Developed and executed a social-first marketing strategy to elevate the brand presence and drive e-commerce sales.
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Partnered with digital marketing and brand/sport marketing teams to create engaging content and product-driven campaigns.
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Manage PR budget and agency relationship to generate brand energy and tangible impressions, contributing to increased brand
visibility and consumer engagement.
Igloo Products Corp.
Senior Category Manager, Action Sports & Culture
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Owned all aspects of partnerships for action sports and culture categories, driving development and distribution strategies.
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Cultivated relationships with key partners and successfully launched branded products, achieving significant market share and
revenue growth.
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Played pivotal role in developing new products lines and partnerships, contributing to Igloo’s continued leadership in the cooler
industry.
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Lead cross-functional teams through the entire product development process, from the concept to production and distribution.
Boardriders - Element Brand
Marketing Manager, Americas
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Strategized and implemented marketing communications to enhance brand image and promote cohesive promotional campaigns.
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Collaborated with global and regional team leaders to ensure alignment of marketing strategies and initiatives.
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Worked with the executive team to refocus some energy on core skateboarding which is a pillar of the brand.
Hypebeast - The Berrics
Director of Brand Partnerships
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Managed a talented Account Executive and was responsible for brand partnership revenue, exceeding $2 million annually, and
led cross-functional teams through content ideation and execution.
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Drove the launch of the first ever Women’s Battle At The Berrics, an event that drove engagement and audience growth through
innovative activations and strategic partnerships, resulting in over 100 million impressions and recording breaking live stream
viewership.
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Developed and maintained relationships with non-endemic partners, expanding revenue streams and audience reach.
The Berrics
Account Executive
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Owned core brand partnerships, revenue, and activation. Including selling, renewing, and up-selling. Brief creative and editorial team on all concepts and plans.
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Continue to grow lucrative partnerships with existing partners (Converse, New Balance, Levis) while identifying new growth opportunities and partners (New Era, Monster Energy).
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Work with brand partners on marketing plans and activations to best meet their overall company goals.
Ashbury Eyewear
Brand Director - Co-Founder
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Transformed start-up concept into a premium eyewear brand in the skateboard, snowboard and lifestyle market.
Grew brand from zero to $1.5M in annual revenue and attained #2 market position in its channel managing small in-house staff, team riders, sales reps, and distributors.
Videograss
Producer - Co-Founder
​Founding visionary for a snowboarding video platform that rapidly gained momentum with the core fan base. Ignited explosive growth with lasting impact and marketing power for video sponsors.
K2 Snowboarding
Global Team Manager
​Manage the global professional snowboard athletes and snowboard sport marketing business.
KR3W Denim
Sport Marketing Consultant
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Created the KR3W snowboard team and managed the marketing activation top to bottom.
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Lead the realignment of skateboard sport marketing to brand vision.
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Created content with professional skateboard athletes.
Social
