Catching Up With: Etnies’ Jeff Taylor

adamsullivan

• March 26 2009
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A few weeks ago, Sole Technology hired former Adio marketing VP Jeff Taylor as the brand marketing manager for etnies. As a former Planet Earth/Rhythm pro, Taylor’s skateboarding resume is longer and more impressive than yours. He was even on the etnies team back in the 90s. Transworld Business caught up with him to check in and see how he’s enjoying the new job.

TWB: How long have you been at the job? How’s the commute?

JT: This is my third week as the brand marketing manager for etnies. The commute up from north San Diego county isn’t as bad as I anticipated, but I’m sure I’ll be moving up closer to etnies headquarters here in Lake Forest eventually. Living closer to the office would mean less time on the road, more time skating the etnies T.F. and more time with my family.

What were you doing in between your role as VP of marketing at Adio and Brand Marketing Manager for etnies?

During the time between my role as VP of marketing at Adio and coming on as etnies brand marketing manager I just skated and partied. Actually half of that is true—I did skate a ton during that time, but I also worked as a marketing and business development consultant.

What are the responsibilities of a brand manger? What’s your average day like?

As the etnies brand marketing manager I oversee every component of the etnies marketing program, which includes advertising, events, retail marketing, public relations, teams and web. etnies has very comprehensive and diverse programs, and right now my average day is spent getting up to speed on all of them.

Do you intentionally gravitate toward footwear brands? If so, what is it about the footwear market that you like?

While I do enjoy working with footwear brands and it is a big part of my background, I actually don’t intentionally seek out the footwear industry. I gravitate toward things that are authentic and meaningful—as the first skateboarder-owned footwear brand, etnies is both of those things.

One thing I love about footwear is that it’s a common denominator for everyone regardless of where they live. One of the first things I look at when I meet someone is their shoes, and the type, style and brand of they are wearing says a lot about their identity. Creating a shoe that someone is proud to represent and identify with is both challenging and rewarding.

How important is it for a brand manager to have a background in skating, or to actually skate?

I think it is vital to live the life, and for someone working at a skate company that means riding a skateboard. The same goes for surfers, snowboarders, BMXers and moto-x riders. It is absolutely what separates an authentic brand from the fake outsiders. Shop buyers, consumers and endemic media can spot a phony a mile away.

I used to skate for etnies back in the early 90’s and it’s pretty rad to be back working with a brand that I had a connection with as a team rider.

What direction do you plan to take etnies in 09? What are some changes we can expect to see?

For 2009, etnies will have a continued commitment to core skateboarding, which is the brand’s roots and the driving force behind it. etnies is also very involved in surf, snow, moto-x and BMX and you’ll see etnies momentum in each of these areas continue to grow.