DUGAN BAKER Leadership + Strategy + Creativity

GM NDK Skateboarding - North America

Jan 2025 - Present

• Develop, validate, and execute a mid and long term strategic plan
• Leverage market intelligence, consumer insights, and competitor analysis to guide product creation teams and align on product and assortment strategies
• Develop and execute comprehensive go-to-market strategies by channel, inclusive of DTC, wholesale, distributor, and Amazon
• Identify growth opportunities across existing and new channels and segments
• Recruit, mentor, and advance a high-impact team inclusive of sales, marketing, operations, and product creation
• Streamline cross functional communication, work, and alignment across multiple global hubs (Truckee, Los Angeles, Amsterdam, & Rolle)
• Set future financial targets, checkpoints, and KPI's aligned against organizational objectives
• Responsible for North America Footwear P&L
• Foster a culture of accountability, collaboration, & continuous improvement

ceo / COO - tactics inc

April 2022 - November 2024 - CEO

Jan 2022 - March 2022 - COO

• Build out and guide Leadership Team – Brand, Ops, Retail, Digital, Merchandising and HR/Finance
• Create & implement a mid and long term Corporate Strategic Plan
• Scale Tactics private label product lines, from creation and production to sell through
• Manage all corporate financial reporting, compliance, and business reviews with TSI (Parent Company)
• Oversee development and implementation of key strategics initiatives
• Full P&L management, forecasting, and guidance
• Foster a positive, inclusive, and goal-oriented organization and company culture
• Develop and maintain a bench of talent for Leadership Team and key position

VP marketplace - Inxeption inc

May 2021 - Oct 2021

• Lead Adoption of Partner Onboarding Processes
• Lead Strategic Initiatives - Marketing, Sales, Platform, & Finance
• Team & Leadership Development
• Foster a Positive and Inclusive Team Environment
• Facilitate Relevant Product Assortment through targeted Partner Development
• Manage Account Relationships and Strategic Planning

GM NIKE SB - NA

March 2018 - December 2020

• Vision, Lead, & Drive Category long term plan
• Lead dedicated & shared cross functional team- Marketing, Sales, DTC, Merchandising, Finance, Planning, & Digital
• Manage Category Financial Targets, Forecasts, & Performance
• Create and Manage the Fiscal Category P/L
• Build and lead the Nike DTC strategy and model, without eroding wholesale channels
• Develop and drive fiscal strategic plan for NA Geography
• Cultivate and Strengthen a diverse and inclusive team and bench of talent for Nike SB and broader Nike Inc
• Pilot new business models for further scale across the enterprise : Darkstore Last Mile Delivery Pilot & QuickTurn Apparel
• Drive mutually profitable growth for Nike & Nike SB Partners

na e-commerce director (b2B)

February 2017 - March 2018

• Strategic Planning and Development of the NA Wholesale E-Commerce Platform (Nike.net), Tools, and User Experience
• Manage Large Fiscal P/L - Forecast, Maintain, and Deliver against Financial Goals
• Run a GM style offense in leading a cross functional team aligned against, Business Development, Site & Platform Ops, & Marketing/Design
• In-direct Leadership & Partnership with the Tech Team, Process Team, Transition Management & Global Nike.net Counterparts
• Complete Organizational Restructure to drive alignment against key functions and enable decision making, ownership, and clarity
• Drive Incremental Revenue growth through futures and at once on Nike.net platform
• Lead Communications (Comms) Strategy for Nike.net users / accounts

DigiTal business devElopment director

May 2015 - February 2017

• Strategic Planning and Development of the Integrated Wholesale Digital Marketplace in North America
• Management of Nike’s Marketplace, MAP, and Digital Process Policies and Enforcement
• Consultant to the Account Teams to lead the GTM process Digitally, and drive Nike'sVision in the Marketplace
• Lead and influence Marketing to ensure timely and relevant Creation and Distribution of Seasonal Assets
• Lead Exploration, Alignment, & Adoption of new business models and platforms

Category Sales Director - NIKE SB

November 2011 - May 2015

• Lead team of Territory Sales Managers, Sales Reps, and ETW's servicing the Specialty Marketplace in North America
• Plan and Manage GTM Process for Specialty and Territory
• Build and Drive Specialty Strategic Plan in collaboration with Global and Geo Strategies
• Build and Execute Nike SB Wholesale.com Strategic Plan
• Drove Double Digit CAGR from FY'12-'14
• Created pipeline of talent for Sales and Brand with ETW Marketplace Reps

Global Sales Operations Manager - nike sb

March 2010 - November 2011

• Developed and Launched SYL Specialty Service Model
• Managed all Global Sales gates for Category Game Plan Process
• Drove cross functional support to launch Nike SB on SKU in Fall 2012
• Managed Briefing, Development, and Delivery of all Sales Tools Globally
• Planned and managed seasonal filming of Global SIM videos

Specialty Sales Rep

Nike.net Internal Sales

Customer Service Rep

Sales Associate - Eugene Store

Nike.net - B2B SALES