I am a brand Strategy, Product, and Marketing executive based in Los Angeles.
I have over 25 years of experience leading teams and developing products, brands, and creative campaigns for brands such as 686, Levi’s, Taylor Stitch, Strava, Quiksilver, and Parks Project. I know how to balance ideation and creative innovation with the operational rigor needed to make it all come to life.
I hold a fundamental belief that fostering a collaborative, open, and supportive culture creates lasting and meaningful growth not just in business, but in the people who power the innovative ideas. I specialize in leading teams and unlocking their potential.
SPECIALTIES
Brand strategy, Digital Marketing,
Product development & Merchandising, Client relations, E-commerce, Business dev.
CONTACT
LANGUAGES
English, French, Spanish
EXPERIENCE
PRESIDENT, 686
Running all areas of the business to continue to thoughtfully and profitably scale 686 and expand into cross-over activewear and streetwear with a focus on E-commerce.
2021 - 2023
CMO + GM CONSULTANT
Clients: Taylor Stitch, Stinner Frameworks, Parks Project, AWM Capital, Split Nutrition, Inboard Technology
Worked with a variety of founders from apparel, coffee and sports to scale ecommerce businesses. Heped build brands balancing Commerce and Creativity to drive a deep level of connection with audiences.
2015 - 2022
CHIEF MARKETING OFFICER, STRAVA
Spearheaded the repositioning of Strava from a cyclist only community to running and eventually multi sports. Worked to humanize the brand by telling the stories behind the data.
2013 - 2015
President, alternative apparel
Evolved Alternative into a Brand-led organization centered on the Intersection of Product; Marketing; Social Digital media and distribution strategies to deliver high growth and sell the company
2013 - 2014
SENIOR VP MERCHANDISING & DESIGN, LEVI’S
Brought Levis back to growth and profitability by making it an indispensible global culture shaper again through new products, the Go Forth campaign and a variety of strategic collaborations.
2008 - 2011
global svp, quiksilver
Worked to evolve Quiksilver from a board short and Tee shirt company to a globallly recognized lifestyle brands
2004-2008
director of merchandising, gap int.
Worked up from the stockroom to the Retail managememt program to run men’s merchandising for one of the most iconic brands of the 1990’s.
1990 - 2000
EXTRAS
Creative Mornings, Los Angeles
“ERIK JOULE ON CLEANING UP THE UGLY WORLD OF FASHION.”
PSFK Keynote Speaker
“HOW RESPONSIBLE BUSINESS CAN BUILD A MORE PROFITABLE BRAND.”
Crap Eyewear
advisor, long-range planning and brand direction
Mojo Vision