Jeff Lord

Professional Overview

Jeff Lord is an accomplished retail and ecommerce executive with over a decade of experience leading global direct-to-consumer strategies for leading outdoor and lifestyle brands. As the Vice President of Global Direct to Consumer at Free Fly Apparel, he is responsible for driving the brand's omnichannel growth and expanding its international footprint.

Experience Summary

Current Role

As the VP of Global Direct to Consumer at Free Fly Apparel, Jeff is responsible for overseeing the brand's direct-to-consumer sales channels, including its ecommerce platform, retail stores, and global expansion efforts. He leads a team of over 50 ecommerce, marketing, and operations professionals to deliver seamless customer experiences and drive double-digit year-over-year growth.

Career Progression

Prior to joining Free Fly Apparel, Jeff served as the VP of Global Direct to Consumer and VP of Global Direct and Digital Commerce at Burton Snowboards, where he spearheaded the brand's digital transformation and grew its direct-to-consumer revenue by 35% over a three-year period. Before Burton, he held senior ecommerce and product ownership roles at GoPro and Columbia Sportswear, where he honed his expertise in digital merchandising, user experience optimization, and global market expansion.

Academic Background

Jeff holds a Bachelor of Science in Business Administration with a concentration in Marketing from the University of Oregon.

Areas of Expertise

• Omnichannel retail strategy and execution

• Global ecommerce and digital transformation

• Direct-to-consumer sales and marketing

• Customer experience optimization

• International market expansion

• Cross-functional team leadership and collaboration

Professional Impact

Throughout his career, Jeff has demonstrated a track record of driving significant revenue growth and operational efficiencies for leading outdoor and lifestyle brands. At Burton Snowboards, he led the implementation of a new ecommerce platform and personalization initiatives that resulted in a 25% increase in average order value. At GoPro, he spearheaded the launch of the brand's first-party direct-to-consumer platform, which contributed to a 40% increase in online sales.

Conclusion

With his deep expertise in global direct-to-consumer strategy, ecommerce optimization, and cross-functional leadership, Jeff is well-positioned to continue driving transformative growth and innovation at Free Fly Apparel. His proven ability to adapt to evolving consumer behaviors and leverage data-driven insights to enhance customer experiences make him a valuable asset in the rapidly changing retail landscape.