DUGAN BAKER Leadership + Strategy + Creativity

Skills & Experience

  • General Management - NDK Group & Nike SB
  • Leadership Development - Tactics, Sales Director, and Nike.net
  • Finance - Tactics & Nike SB
  • Digital Commerce - Tactics.com, Nike B2B, and NikeSB.com
  • Sales - Sales Rep, Sales Ops, and Sales Director
  • Direct Management - Tactics & Nike SB
  • Merchandising & Product Creation - Nike SB & Tactics
  • Operations & Planning - Global Sales Ops, Nike.net, and Sales Director
  • Design - SYL Product Packages, Dugan's Ice Cream, and Hyper Local Product Collections

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

Dugan's Ice Cream Branding, Logo, and Packaging
Brian Anderson Hyper-local Product and Packaging
SYL Summit Gift Pack
SYL "58" Post Embellished Bomber Jackets
Ink on Paper
Hund Brewing Logo Concept
  • Cooking
  • Camping
  • Snowboarding
  • Football
  • Basketball
  • Wood working

Dugan Baker

541-912-5108

Duganmbaker@gmail.com

11507 NW Knightsview Ln.

Portland, OR 97229