Paul Stratta

Paul Stratta


International GM / VP-level Commercial Director with +20 years experience, primarily within the sporting goods, outdoor leisure, and consumer products sectors, world-wide. Specialist expertise includes the formulation and delivery of international commercial strategies, brand / product launches, global marketing management, and new business development.  Robust experience in both domestic and international markets, managing businesses and brands in developed, and emerging country markets, recent roles holding full P&L responsibility.  Strong management hiring and coaching focus, managing diverse teams.  Marketing experience complemented via roles at BBDO Advertising, and Saatchi & Saatchi Advertising.  US and UK native.  Fluent in Spanish and Italian. Currently perfecting French. Earned MBA (Hons.) Kellogg School of Management at Northwestern University, USA (1994).

Work History

Work History
Sep 2006 - Nov 2009

Regional Commercial Director / GM - Europe North

The Coleman Company, Inc. (EMEA region)

Reporting to the CEO, direct a U$S + 60 M revenue P&L and business of the Europe North region, consisting of the UK / IRL, Benelux countries, and Nordic territories. Responsible for sales force of eleven (11) salespersons, three (3) marketing managers, and two (2) after-sales managers.  Back-office support staff of +25 professionals.•    Customer base includes outdoor specialty, sporting goods, mass merchants, cash-and-carry, wholesalers, internet, and country / channel specific distributors / importers.•    Raised blended gross margin > 500 bp (2007 vs. 2009) while also raising top lines.  Consistently met Operating Profit and net sales objectives in Europe North and / or EMEA as a whole.•    Promoted in early 2008 to also manage Nordic P&L, another +U$S 5M of revenue.Brand Director, Coleman brand [EMEA Region]    Sept’06 -> Oct.’08Reported to the CEO, directed the EMEA brand and business strategy for the Coleman brand, managing product, distribution, and sales strategies and imperatives for all of EMEA region.•    Supervised a Lyon-based central marketing and product management team, with compliment of subsidiary marketing and sales teams across EMEA region across eight (8) in-country subsidiaries  Brand grew at +20% annual rate ; on plan at 3-year target range.

May 2005 - May 2006

European Sales & Global Marketing Director

BMR Research / Slendertone Ltd.

Reporting to the CEO, directed the European consumer business and Slendertone’s global marketing function.  Managed a team of 19, and responsible for €14 MM in sales in Europe, commercialised through the department store, pharmacy, sporting goods, online, mail order, and mass market retailers (Boots, Argos, John Lewis, Next, Decathlon, El Corte Inglés, etc.).•    Completely restructured and recruited new sales team in UK, and formed new sales organisation for all of Ireland, optimising resources and coverage of accounts.

•    Re-configured and staffed up new global marketing department to support world-wide business, and introduced new advertising agency into business' brand development.

Jan 2003 - Jun 2004

VP, Global Marketing Director

Hi-Tec Sports

Directed the Company's global brand / marketing strategies for its Hi-Tec branded portfolio of outdoor, golf, court, athletic footwear; and its Magnum branded tactical work boot business.•    Generated more than £400K in savings via the centralisation of the Group's 12 subsidiaries' marketing output, channelling savings into increased media presence.•    Created an entirely new function and department (Global Marketing), ensuring consistent brand position and tone of voice in global markets.  (Budget £5MM)

Aug 2000 - May 2002

Country Manager / MD, Argentina

The Coleman Company, Inc. [Latin America Division]

Coleman Argentina S.A. Buenos Aires, Argentina Promoted from prior role and successfully launched Sunbeam's new Argentine subsidiary, driving business and brand strategy for its Oster, Coleman, CampinGaz and Coleman Powermate product portfolio of kitchen appliances, outdoor camping products and personal electrical generator categories.•    Developed new sales force and refined existing distributor network, generating 42% average gross margins and lowering A/R averages to 70 days (very low for Argentina).•    Achieved market share dominance for the Coleman brand within the mass retailer channel by displacing dominant competitors via a targeted, retailer-specific full-line (50+ SKUs) approach to each store format at Wal-Mart, Jumbo, Easy, and Home Depot.

Apr 1999 - Jul 2000

International Business Manager

Sunbeam Corporation [Latin America Division]

Personal Care & Oster Professional Products []Based at Sunbeam’s Regional HQ in Florida, directed Latin American business and brand strategies for several category segments within the Oster and Sunbeam brand portfolio of consumer and professional appliances. Categories included Personal Care appliances, Health and Beauty, Animal and Pet Grooming.•    Re-engineered the entire distribution and sales strategy, turning around a collapsed business.  Generated a revenue increase of 38% and margins up by 20% in one year.•    Supervised a staff of three Regional Sales Managers and over 30 distributors

Aug 1994 - Sep 1998

International Director

Alpargatas Calzados S.A.

ALPARGATAS CALZADOS S.A. Buenos Aires, ArgentinaAn Argentine-Brazilian US$ 420MM athletic footwear manufacturing conglomerate with the Nike, Converse, and Snoopy footwear licenses for the MercoSur region of South America.  Employed over 6000, with direct commercial and manufacturing subsidiaries in Brazil, Argentina, and Uruguay.    International Director                                                                                              (1995 – 1998) Topper Division []Led the international division (US$12M in 1997), divisional P&L, foreign subsidiary and market development, and licensing.  Managed international business and brand strategies for the Topper brand of athletic footwear, clothing and accessories (U$S 90M total brand sales/year).•    Generated a 43% sales increase over 1996 with a  team of six managers and 35 employees in the Buenos Aires HQ and across four separate subsidiaries (Uruguay, Chile, Colombia, Panama).  Exceeded company plan for growth.•    Restructured and dramatically improved overall business in the traditional "ConoSur" export markets for Topper (Uruguay, Paraguay, Bolivia, Chile).  Sales up by + 21%.•    Opened sales and distribution centre in the Panama Free Zone in strategy to penetrate northern South America, Central American, Caribbean markets.  Later spun off territories to distributors to free working capital and minimise A/R collection risks.Marketing Director, International                                                                            (1994 - 1995)•    Developed and drove innovative, successful regional marketing strategy for the Topper brand to drive launch initiative in new markets and re-branding in existing markets, claiming the mantel of “the Latin sports brand”.  Brand strategy included soccer team sponsorships, player and tennis signings, and full media, multi-country.•    Also performed market analysis / competitive strategy for other footwear brands in the MercoSur market (Argentina, Brazil, Uruguay, Paraguay), and successfully negotiated a Snoopy branded children’s footwear / apparel license (six-year, U$S 200K base/yr).


Sep 1981 - May 1983


Boston University

first two years of university, before transferring to William & Mary for final two years and BBA degree




currently perfecting through evening course work, buttressing experience of daily use


completely fluent in Italian


completely fluent in Spanish