About John Steele

PROFESSIONAL BACKGROUND

2003 – Present    CREATING ICONS IPL, LLC
President & CEO

Creating Icons IPL, LLC was established as a consulting company dealing specifically with Intellectual Property, Branding, and Licensing in the Firearms, Consumer Products, and Outdoor Industries. Some Clients and Responsibilities include the following:

♦ Cybergun S.A- Chief Administrative Officer. Total responsibility for the administration of 19 licenses held by this publicly traded French Corporation, Worldwide, including Smith & Wesson, Colt, Taurus, Desert Eagle, UZI, Sig Sauer, DPMS, Beretta, and many others. Also responsible for Laws and Regulations compliance with the ASTM, CPSC, State of California, ATF and Federal Authorities in regard to firearms replicas in the United States. Was responsible for many current regulations, both State and Federal, regarding safety, trademark, trade dress and counterfeit issues in firearms licensing. Member of the Board of Directors- Corporate Secretary
  ♦ Taylor Brands- Kingsport TN. Exclusive Licensing Agent for Taylor Brands, owners of Marks such as S.W.A.T., Homeland Security, Schrade, Imperial Schrade, Uncle Henry, Old Timer, Cuttin’ Horse, Special Ops, and many others. Procured licenses for the company which will generate strong licensing revenue going forward in the Camping, Outdoor, and Cutlery classifications.
♦ Magnum Research- Exclusive Licensing Agent for the Desert Eagle Brand in the Tactical Gear categories.
♦ Smith & Wesson Holding Corp.- Consultant on various Licensing issues including Home Alarm Systems, and Homeland Security Products.
♦ Signature Accents™ - dba. “City Scarves” and “City Scenes”-- Vice President Licensing. Consultant on Brand Extension and Brand Equity through Licensing original Copyrighted, City- Inspired Art on Silk ready to wear classifications, and Jewelry distributed through high tiered Department and Specialty stores Worldwide.
♦ The Reading Arts Corporation- Consultant on the Licensing and Branding of Captain Kidso, an American Hero who teaches kids that reading is fun! PBS series to be aired in 2007, including toys, books and educational licenses to support the PBS production.
♦ Petboogaloo- Licensing Consultant and member of the Board of Directors of the Social Network for pet owners- Includes caused based characters active in animal rights issues. Licensing both caused based products as well as consumer pet products. www.petboogaloo.com.


1996 - 2003SMITH & WESSON HOLDING CORPORATION, Scottsdale, AZ SMITH & WESSON, CORP., Springfield, MA
Vice President of Licensing and Branding

Responsible for the total operation of Domestic and International Trademark Licensing and Branding. Catalog, Retail Stores, Internet Retail Shopping Cart. ShootingSportsCenter. Staff of 40.

♦ Establish and Develop a credible licensing program. Sales. Marketing, Merchandising responsibility for Licensees both Domestic and International. Product Direction. Approval. Financial Reporting.
♦ Develop front-line image for Smith & Wesson non-firearms products through one million + circulation of 48 page catalog. Source. Merchandise. Distribute.
♦ Establish company-owned Smith & Wesson retail chain nationwide. Design. Merchandise. Financial Systems and Reporting. Staffing.
♦ Designed and Implemented Cutting Edge Visual -Based E-Retail Internet Shopping Site.
♦ Coordinate Brand Management as to consistent image to the consumer. Advertising. Packaging. PR. Consistent use of Logos and Trademarks. Define Brand Essence.
♦ Develop a program to protect the Brand from counterfeit and trademark infringement Internationally.

RESULTS:
♦ Increased Licensing revenue during the first seven years well into the millions of dollars.
♦ Increased licensees from 12 to 36. Brought Brand to #49 in “License!” magazine Top 100 Licensors.
♦ Increased Catalog sales by 3000% while presenting an image of family Outdoor Lifestyle.
♦ Established Smith & Wesson retail stores. Produced Profit within 3 months of opening. Central -Site Service. Merchandising. Inventory Control.
♦ Quadrupled total sales of Logo products to distributors and dealers through dealer/distributor Pricing Programs.
♦ Produced Incremental E-Sales equal to largest Brick and Mortar within 3 months of going online. Produced 89% profit to sales ShootingSportsCenter programs.
♦ Developed relationships with major retailers for Smith & Wesson apparel and accessory programs in conjunction with proprietary product.
♦ Took back control of the Smith & Wesson trademarks through control of the markets both US and International.
♦ Developed Licensing Program for Child Safety and Home Security Products.

1993 - 1996 DUNLOP SLAZENGER CORPORATION, Greenville, SC
Managing Director of Licensing, North America

Responsible for the total operation of the North America Licensing Division including acquisition of sports and industrial licensees.

♦ Sales, Marketing, and Merchandising of 23 Domestic and 3 Canadian licensees.

♦ Product Direction. Market Position.
♦ Corporate advertising program.
♦ Reporting to Parent Corporation - financial statements, P&L, bookings, backlogs, royalties.
♦ Corporate marketing meeting programs - In-store Promotions. Events.
♦ Licensing Division budgets, forecasting, and training.

RESULTS:
♦ Signed 15 new licensees, producing substantial additional revenues.
♦ Achieved total market reposition for 6 apparel licensees.
♦ Increased Profitability to 89% of revenue

1991 – 1993 LICENSE MARKETING GROUP, San Francisco, CA
License Consulting
President - Owner

Contracts included Development and introduction of the new marketing strategies for Savant, Ltd. (The Cherokee Group watch licensee) and Jan Saix, Inc. (The Cherokee Group aerobic wear and maternity wear licensee)

♦ Product development/ merchandising and pricing.
♦ Market determination, direction and distribution, Co-op advertising.
♦ Introduction of new product into major retail outlets nationwide.
♦ Sourcing of product overseas.
♦ Maintaining contact and developing product marketing in conjunction with The Cherokee Group Corporate.

RESULTS:
♦ Increased sales of both companies by 25% during 1992.
♦ Strengthened distribution structure by increasing number of major accounts with major programs.
♦ Implemented strategy to increase market share by expanding price structure.
♦ Developed relationships with senior retail management to promote distribution of The Cherokee Group licensed products.

1990 - 1991 THE CHEROKEE GROUP, Sunland, CA
Vice President - Licensing & Marketing

Responsible for coordinating the sales, marketing and merchandising efforts of 22 domestic and 10 International licensees, with the internal divisions for The Cherokee Group.

♦ Product direction, line approval of each licensee.
♦ Corporate advertising as to licensees.
♦ Initial marketing and sales of those new licensees; packaging and presentation to stores.
♦ Licensing monthly package as well as continuing information on company lifestyle presentation/implementation.
♦ Reports on sales, bookings, backlogs.
♦ In-store programs, events, and promotions involving all The Cherokee Group products.
♦ License Division budgets, forecasting and training.

RESULTS:
♦ Doubled Licensing volume shipped in 1 year from $100m to $225m.
♦ Implemented the Cherokee Group Corporate Marketing Meeting Program with volume from $1m to $3.5m at each meeting.
♦ Found and negotiated contracts with new licensees nationwide for women's, children's, and men's apparel, shoes and accessories.
♦ Developed relationships with senior retail management to promote distribution of all The Cherokee Group product lines and licensed products.

1987 - 1990 CHEROKEE T-SHIRT COMPANY, Los Angeles, CA
President, USA Division

Managed all aspects of a multi-million dollar company

♦ Sourcing of blank product - domestic and imported.
♦ Marketing and Sales Management through the Cherokee Group sales force and in-house sales force.
♦ Maintaining contact with buyers and senior management of retail stores nationwide. Sales and Expense forecasts and budgets.
♦ Supervision of Design, Merchandising, Production and Shipping Departments and functions through contractors, printer, dyers, etc. - including staff of 25.
♦ Responsible for all internal systems and Profit & Loss.

RESULTS:
♦ Increased sales volume from $4 to $8 million. Brought company to profitability.
♦ Established ongoing program with accounts such as Mervyns, Kohl’s, Meijers, Fred Meyer, J.C. Penney's; achieved 95% shipment - to sales percentage

1985 - 1987 HANG TEN WOMEN'S APPAREL, Los Angeles, CA
National Sales Manager

Responsibilities included:
♦ All aspects of hiring training, supervising, motivating 19 direct, and 6 in-house sales personnel
♦ Established sales goals and quotas.
♦ Controlling advertising budgets.
♦ Initiating/maintaining personal contact with buyers and management of retail department, chain and specialty stores.
♦ Line development and merchandising.

RESULTS:
♦ Increased national bookings by 27%; account base by 15%; and instigated opening of "Hang Ten" stores within stores in several locations throughout the US
♦ nstituted and supervised sales trainee program.

1975 - 1985 CATALINA, INC., Los Angeles, CA
Vice President - Sales

Responsibilities in Junior and Children’s Divisions included:
♦ Hiring/training/supervising 9 sales personnel in 11 Western states.
♦ Setting goals and quotas; forecasting; advertising and sales promotion and budgets.
♦ Merchandising and POS programs with major department stores.
♦ Supervising involvement in trade shows.
♦ Initiating/maintaining company contact with buyers and executives of major department, specialty and chain stores in Western states.
♦ Line development.

RESULTS:
♦ Increase sales and shipments into region by 78%.

District Sales Manager (San Francisco)

Responsibilities in Ladies Division included: Direct sales in Northern CA, supervising, training sales staff, sales promotion and advertising, administration. Maintained regular sales increase ofapproximately 40% for 8 years.

Educational Background
♦ Bachelor of Science Degree- Accounting, Marketing, Systems (BSBA)
♦ MenloSchool of Business Administration, Menlo Park, CA
♦ Management Seminars, StanfordUniversity, School of Business Administration, Palo Alto, CA.

Additional
♦ LIMA – Licensing Industry Merchandising Association
♦ Junior Achievement of Western Massachusetts - Board of Directors Executive Committee
♦ NSSF Child Safe Program Instructor- Mendocino County Sheriff’s Department