Electric Co-Founder Mike Carter Discusses New Role At Skullcandy

mike lewis

• October 15 2009
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As co-founder of Electric, Mike Carter devoted the last decade to developing innovative sunglasses and goggles and has become strongly rooted in the industry, previously managing Laguna Surf and Sport and then moving on to run the sports marketing department for Arnette. Last month, Carter made the move to Skullcandy, taking on the role of VP of Global Marketing, and now he is helping the brand set up its new offices in San Clemente, California. TransWorld Business recently caught up with him to find out how the transition is going, his vision for the brand, and what new marketing initiatives he has planned.

Congrats on the new position. Why did you decide to take the position with Skullcandy?

Appreciated. Skullcandy is an incredibly unique brand that is firmly rooted in action sports. I have always had a tremendous amount of respect for what Skullcandy has been able to accomplish in the last six years and I believed that my professional experience would align perfectly with their vision and mission.

Joining the crew is an incredible opportunity for personal growth, a chance to take on a new challenge outside of eyewear, and to expand my skill set. I really like the idea of joining a brand with action sports at their core and limitless possibilities.

I think anytime you make a major decision, especially when it entails leaving something you are so passionate about, it should be a tough, well thought out decision.

Was it a tough decision to leave Electric?

Tough isn’t a strong enough word. I think anytime you make a major decision, especially when it entails leaving something you are so passionate about, it should be a tough, well thought out decision.

We founded the Electric brand in January 2000 and I’m extremely proud of what the whole Electric team has accomplished and where the brand sits today, 10 years later and what the future holds for the Electric team. I take great pride in the fact that people associate my name with Electric as one of the Co-Founders. The brand will always hold a special place inside of me. The Electric and Volcom family, their friendship and support have been incredible. They remain some of my best friends and that won’t change.

The offices in SC will be the bridge from the snow to the sand putting Skullcandy in the middle of the OC action sports industry.

What are you most excited about going forward?

Where do I start? There is a lot happening right now in my first few weeks on the job, but some of the more exciting things on my plate include defining a fresh marketing initiative and opening a new Skullcandy “Pacific” office in San Clemente. With the marketing strategy, I get to dive into a new category that has proven to be a bright spot in the current economic climate. It’s exciting to map out a plan for an in-demand product with such a wide reach into different worlds. From collaborations within our world of board sports to new projects with the NBA, Snoop Dogg, and Apple, I get to stretch into a new realm while adding my flavor and vision. That’s exciting. In the immediate future, I’m anxious to get our local office set up here in San Clemente. The offices in SC will be the bridge from the snow to the sand putting Skullcandy in the middle of the OC action sports industry. But I’m probably most excited about trying to keep up with the Skullcandy posse in the backcountry powder this winter when I’m posting up at the Utah offices.

Are you making the move to SLC?

No, I’ll be based out of the new San Clemente office, but I definitely plan to spend plenty of time in Park City, Utah. The Park City office is one of the sickest I’ve seen. We want to recreate the same vibe in SC. Skullcandy already had plans to add an office space in Southern California, so it worked out perfectly. The SC office will house the Marketing Division and will reinforce our footprint in action sports with the roots of the company at the base of Park City mountain (with some of the best snow in the US right out the offices front door), and now an office in San Clemente at the 50 yard line of arguably the best Surf Spot in California.

What marketing initiatives do you see being most important these days for a brand like Skullcandy?

Skullcandy has redefined a category and so many of our independent board sport retailers helped to pioneer the brand. Giving back to this channel with unique product, fixture programs, POP, and support of regional events is our single greatest priority. Lots to do with getting this program up and running.

We recognize the opportunities with online and social media and will be focusing a significant effort towards this in 2010. The goal is to give back to our fan-base and connects them directly to our brand culture: Skullcandy TV, new iPhone app, and website re-launch, are all initiatives the team is excited about.

We are honored to be in a category position to partner with other leading brands in our Industry, as well as specialty retailers.
Having a long history in eyewear I recognize the value of “cranial” real estate. With Skullcandy, the basic same principals apply. Skullcandy didn’t invent the headphone, but did change the way that people view them.

What’s next for product innovation?

The product team is locked and loaded for 2010 and beyond. There are some game-changing concepts that are under development. Some have already been leaked like our collaboration with Mix Master Mike on a DJ headphone project and other innovations I can’t share until closer to their release date. The bottom line is the goal is always to exceed product expectations.

The core boardsports retailers are key to our success and as we grow this category together, it’s critical to Skullcandy that we continue to come up with new innovative product designs and ideas to strengthen our parternership with these retailers.

It seems that Skullcandy has some momentum right now with new projects both within the industry and mainstream. What opportunities do you see to grow partnerships with core boardsports retailers?

With Skullcandy currently the number two headphone company in the U.S. just passing Bose, agreed, there is a lot of momentum and the opportunities for future growth aren’t slowing down. Rick (Alden) is also currently one of five finalists for Entrepreneur of the Year, which obviously says a lot about what he and the entire Skullcandy team have been able to create and continue to expand.

The core boardsports retailers are key to our success and as we grow this category together, it’s critical to Skullcandy that we continue to come up with new innovative product designs and ideas to strengthen our partnership with these retailers.
The dB (Decibel) collection was created specifically for the specially retailers. We want to give this community a specialized product mix catered to their needs and interests that will be backed heavily with our marketing efforts. This line will be available for sales only in this channel, both limited in production and distribution. We aim for the dB Collection to be the highest, most sought after line for core sports.

While dB was developed specifically for the boardsports retailers, all retailers can benefit from our collaborations with the NBA, Snoop Dogg, and Mix Master Mike as well as our sponsorships and support of the Warped Tour, Maloof Money Cup, US Open, and other major events. These are all big picture initiatives and collaborations that target what youth interests have grown to include today.

A year from now, what successes and new projects do you think you’ll be toasting?

I envision growing Skullcandy’s Marketing to its full potential, duplicating the brand DNA here in San Clemente, and continuing to have a great time doing it all. That would mean success.

Rick has an epic quote: “No great idea ever came from behind a desk.” I think that says a lot about the company’s culture and success to this point. I want to continue doing what I love which is marketing, and enjoy this new challenge.

Anything else we haven’t hit on?

No. Come by the new offices. See you at Trestles for the lunch time session… or rip out this winter to ride some fresh pow in PC, it snowed yesterday…

Check out a more in-depth interview with Carter in the November issue of TransWorld Business by becoming a TransWorld Business VIP Member. Learn more about subscribing.