Two former executives from Revo sunglasses joined forces with boot and shoe giant Timberland. In every sense of the term Timberland Eyewear was a start-up. An entire business; from product design, manufacturing and marketing was created and executed in a very short timeline.
Everything was driven by the industry’s annual winter marketing events; an optical show in Europe and Outdoor Retailer in Salt Lake City. All product, packaging and promotional materials had to launch to meet these deadlines. My responsibilities included every single piece of marketing communication from company launch announcements to catalogs and everything in between. In other words, we had our hands full. Sleep was optional.
We had to fabricate sunglass mock-ups for photo shoots because final product was not available. We never knew from one week to the next if we were going to get all the marketing materials ready in time. Since the Timberland Eyewear line was new and entered the market at a high price point, everything we executed had to reflect quality. With luck and a lot of collaboration we delivered all the requirements on time.
I am grateful that the company’s two principals, Doug Lauer and Jim Sepanek. They were great guys and very supportive. We didn’t have time for friction.