Lance Hakker

Brand Expert

Phone:

562-400-8257

Email:

lancehakker@gmail.com

Address:

225 S Topo St

Anaheim, CA 92804

About Me

Strategic brand marketing leader with 19 years of experience building global prominence for action sports brands, deeply rooted in skateboarding culture. Drove $1.5M revenue and #2 market position at Ashbury Eyewear, surpassed $7M e-commerce goals at Dakine by $1M, and amplified The Berrics’ brand equity via Women’s Battle At The Berrics with 100M+ impressions through authentic, partner-driven campaigns. Expert in developing strategic brand roadmaps, fostering cross-functional collaboration, and delivering measurable sales and market share growth. Proven ability to engage core communities, align product and marketing strategies, and optimize performance in fast-paced environments.

Work Experience

August 2024 - Present

June 2022 - July 2024

October 2021 - June 2022

August 2020 - October 2021

February 2020 - August 2020

2017 - February 2020

2016 - 2017

2007 - 2016

2008 - 2016

2006 - 2007

Unbottled

Agency Founder

Marketing, content, sales, and brand building consultation. Bringing my large network, 19 years of broad marketing and business experience, and entrepreneurship to help bridge gaps and build brands.

Spearheaded CamelBak's marketing strategy during Revelyst's sale, developing $3.5M budget and briefing 2025 campaigns aligned with product launches and consumer trends.
Land new clients for Open Oceans Digital's market presence by growing its client base by 25% using a robust network and outreach.
Partnering with founder of Film Suede on and brand positioning, marketing campaigns, and creative direction. Ensuring consistent brand voice across all channels.

Marquee Brands Group - Dakine

Senior Digital Marketing & Snowboard Marketing Manager

Led seasonal go-to-market planning, collaborating with product, sales, and creative teams to align campaigns with market insights and consumer demand.

Led a $7M e-commerce strategy, exceeding targets by $1M in 2023 by integrating athlete partnerships and performance-driven campaigns, enhancing brand credibility.
Optimized campaign performance, improving ROAS from 4:1 to 7:1, increasing profitability by 1000% ($700k) through data-driven insights and consumer trends.
Signed Olympic gold medalists Red Gerard and Jamie Anderson (re-signed), overseeing campaign ideation to execution, driving 20% engagement growth across social platforms.
Fostered cross-functional collaboration between licensee and licensor, established stronger communication channels and relationships, which lead to better outcomes like launching the Independent Trucks partnership to re-enter the skateboard market, boosting brand relevance.

Social Commerce Marketing Manager

Developed athlete-driven social campaigns generating 2,000+ emails and phone numbers, and 90k+ YouTube views across multiple athlete brand campaigns, maintaining brand resonance despite a 60% budget cut.
Partnered with sport marketing and creative teams to ensure consistent storytelling across all channels, aligning with target audiences and cultural trends.
Manage PR budget and agency relationship to generate brand energy and tangible impressions, contributing to increased brand visibility and consumer engagement.

Igloo Products Corp.

Senior Category Manager, Action Sports & Culture

Launched Boardriders licensed products with 100% sell-thru, signing two professoinal surfers (Kelly Moniz & Griffin Colapinto) to support partnership and collaborating with creative teams on athlete-led campaigns.
Drove campaign activations for Roxy and Billabong, making their coolers the #1 searched items on their prospective sites, driving brand affinity.
Resolved a critical warehouse issue, recovering 1,000+ partner coolers to ensure on-time campaign launches, demonstrating operational leadership.

Boardriders - Element Brand

Marketing Manager, Americas

To grow the lifestyle business, I realigned the brand strategy by using skateboarding and Element's skateboarding heritage as the tip of the spear for marketing and brand identity.
Collaborated with global and regional team leaders to ensure alignment of marketing strategies and initiatives.
Produced brand video for the Bad Brains campaign featuring the Element professional skateboard team.

Hypebeast - The Berrics

Director of Brand Partnerships

Drove $2.1M in partnership revenue through strategic deals with brands like Vans, Nike, and Converse, enhancing brand equity in the skateboarding culture.
Led the Women's Battle At The Berrics launch, delivering 100M+ impressions and 50% viewership growth through strategic partnerships, athlete-driven content, and storytelling.
Mentored a sales team member, fostering a creative and accountable environment, and monetized Instagram while doubling followers from 1M to 2M.

Account Executive

Sustained partnerships with key brands (NB#, Levi's, Huf) during 70% staff reduction, maintaining revenue stability.

Ashbury Eyewear

Brand Director - Co-Founder

Transformed start-up concept into a premium eyewear brand in the skateboard, snowboard and lifestyle market.

Grew revenue from $0-$1.5M, securing the #2 market position in 5 years through clear and strong brand positioning, athlete-led campaigns, culturally relevant marketing, and innovative marketing campaigns.
Built the Ashbury blog into a top snowboarding platform, producing content that drove brand resonance and fan engagement.
Cultivated relationships with athletes and media, ensuring authentic brand representation and long-term loyalty.
Hired on and managed small in-house staff, all team riders, sales reps, and international distributors.

Videograss

Producer - Co-Founder

Produced award-winning snowboard films, raising $400k+ annually through strategic partnerships and performance-driven story-telling, enhancing brand visibility.

K2 Snowboarding

Global Team Manager

Managed a global pro athlete roster, overseeing scouting, negotiation, and activations, driving brand relevance through introducing video marketing campaigns to the brand.
Hired and managed a staff photographer who became an industry leader, producing content that increased brand awareness.

Social