Steve Woolf

As VP of Brand, I lead product design, product development, sales management, global sourcing, and procurement—driving brand strategy, managing cross-functional teams, and overseeing execution to deliver innovative, high-quality apparel AVID consumers.

I led sales at Threds Inc., driving revenue growth and building strong customer connections across the promotional and branded apparel market. I focused on guiding a high-performing team, refining sales strategies by industry, and making sure our approach resonates with the right audiences. By integrating CRM into our selling process and shaping marketing efforts to boost brand visibility, I helped expand our presence and keep Threds at the forefront of the industry.

At Pure Fishing, I led efforts to grow key product categories, helping launch Fin-Nor sunglasses and expand Berkley saltwater baits across North America. I also developed an apparel line for top brands, creating new business opportunities. Through targeted marketing and partnerships, I boosted consumer awareness and strengthened brand presence.

At Costa Sunglasses, I strengthened the apparel and accessories category, working closely with sales, marketing, and key accounts to refine strategy and boost growth. I aligned product initiatives with Costa’s core brand vision, driving a 20% sales increase over three years while improving profitability. By conducting market cost analysis, I optimized the category’s assortment to stay competitive at retail and enhance customer appeal.

Key responsibilities include leading the Merchandising, Design, and Product Development efforts across the Licensed Sports platform. Key facilitator in new business development through license expansion and select team account management. Develop go to market programs to enhance selling performance. Establish Merchandising and Design best practices to improve development efficiency and effectiveness.

Build the Peace Love World team licensed apparel business unit from inception. Establish the business plan for product development, sales and marketing, and e commerce elements related to team apparel. Market the Peace Love World company and product message to the major licensors of professional and collegiate team apparel. Establish business with NBA teams on a national level.

Key responsibilities included the creation of long term business plans to achieve profitable growth for an $81M business. Accountable for market penetration growth and bottom line enhancement of categories and manage market segmentation and profitability in each channel of distribution. Presented product line strategy to large audiences of buy decision makers. Set department staffing needs and hired a diverse and talented team. Key liaison with Sports League / Licensor relations; marketing the Women’s business to the NFL, MLB, NCAA, and the NBA.

The family-owned Williamson-Dickie Manufacturing Company is the only global workwear company outfitting workers head-to-toe. It represents the top brand names in performance workwear: Dickies®, Van Moer, Kodiak®, Terra® and Workrite®, extensively available in more than 100 countries.

VF Corporation is an $11 billion apparel and footwear powerhouse, with an incredibly diverse, international portfolio of brands and products that reach consumers wherever they choose to shop. Built a sustainable base for continued long-term success leveraging expertise in both the art and science of apparel.

Establish the new product development team and collaborate with Design and Sourcing to bring innovation to the team apparel market. Coordinate with Brand Management and Sourcing to improve product costing and develop market pricing models to optimize profit margins. Enhance the Technical Design function at VF Imagewear. Establish a Tech Design team and pair with designers to form a complete development process. Integrate Tech Design into the product design process to ensure improved product features and benefits.

Lead the line development planning process. Develop and execute a sourcing plan for each style. Own and execute the costing and market pricing functions while maximizing profit margin. Lead the licensing QC and approval function across all leagues. Direct the sample line management process insuring the product line is well represented, yet expenses are kept in line with budget requirements

For more than 100 years, Russell Brands, LLC, has supplied America's athletes and teams with the latest innovations to help them perform at their best and is a leading supplier of apparel and team uniforms at the high school, college and professional levels. Russell's collegiate licensed products and athletic wear are broadly distributed and marketed through department stores, sports specialty stores, retail chains and college bookstores.

Bicycled across the United States twice with Push America. Raised awareness for the severely handicapped.