Senior Strategic Executive
About Me:
I work at the intersection of strategy, brand, and the automotive aftermarket, where execution matters and relationships are key. I'm a true enthusiast of the automotive aftermarket, the luxury watch market, and the firearms industry. I also understand how business should work with an entrepreneurial spirit and have seen Private Equity (PE) succeed and fail across different markets. I have experience and a clear understanding of how multi-channel (OEM, Distribution, Retailer, Direct-to-Consumer) sales and marketing push/pull should work for manufacturers and suppliers.
My background is rooted in industries where results are visible, and excuses don't last long. Over time, I've focused on helping brands and teams move beyond "parts on shelves" thinking toward integrated, forward-looking models that align with where the market is heading, especially in accessories, lifestyle, and fleet products.
Key Qualifications & Skills:
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Operational & Business Leadership: Extensive experience leading multi-functional operations, driving organizational performance, and managing complex business initiatives across sales, marketing, operations, and product development.
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Strategic Execution: Proven ability to transform strategic vision into measurable business results by developing and implementing growth initiatives that improve revenue, profitability, and operational efficiency.
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Leadership & Organizational Development: Accomplished executive with a strong track record of building high-performing teams, developing talent, leading organizational change, and fostering a culture of accountability and continuous improvement.
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Financial & P&L Management: Strong financial acumen with experience in budgeting, forecasting, cost management, pricing strategies, and profit optimization to maximize EBITDA and long-term business value.
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Data-Driven Decision Making: Analytical leader who leverages business intelligence, market trends, and performance metrics to make informed decisions, identify opportunities, and solve complex challenges.
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Executive Communication & Stakeholder Management: Exceptional communicator with the ability to build relationships and influence executives, boards, customers, partners, and cross-functional teams to achieve strategic objectives.
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Business Analytics & Performance Reporting: Experienced in utilizing operational analytics, KPI dashboards, executive reporting tools, and performance metrics to drive accountability, improve visibility, and support strategic decision-making.
The aftermarket is evolving fast. Consolidation is real. Digital-first logistics are table stakes. The winners will be the ones who stop reacting and start positioning.
You'll usually find me collaborating with people who care about doing things the right way, asking uncomfortable questions, and building something that lasts longer than the next trade show cycle.
I Build Momentum
That Builds Companies
I've spent my career studying what separates companies that thrive from those that slowly fade into irrelevance, and I've discovered a simple truth: growth isn't an event, it's a culture.
Products can be copied. Prices can be matched. Technology eventually becomes a commodity. But leadership, execution, and the ability to inspire people to move in the same direction are competitive advantages that are nearly impossible to replicate. That's where I thrive.
My career has never been defined by a single title or industry. Instead, it has been defined by solving problems that others accepted as "the way things are." Whether improving sales strategies, strengthening customer relationships, building brands, or identifying operational opportunities, I've always been drawn to one question:
"What could this business become if everyone challenged the status quo?"
Too many organizations operate on autopilot. They repeat yesterday's strategies while hoping for tomorrow's results. They mistake activity for progress and tradition for innovation.
The organizations that win aren't always the largest or the most well-funded. They're the ones willing to adapt faster, communicate better, empower their people, and relentlessly improve the customer experience. Sustainable success isn't built on one great idea; it's built on thousands of intentional decisions made every day.
Leadership, in my view, isn't about having all the answers. It's about creating an environment where great ideas can emerge from every level of the organization. The best leaders don't simply manage people, they develop them. When employees feel valued, trusted, and challenged, they don't just perform better; they become ambassadors for the company's mission.
I've also learned that customer loyalty isn't purchased with discounts. It's earned through consistency, authenticity, and delivering value long after the sale. Businesses spend millions trying to acquire new customers while often overlooking the greatest growth strategy available: creating experiences that make existing customers eager to return and enthusiastic to recommend you to others.
Throughout my career, I've approached every challenge like an owner rather than an employee. I naturally look beyond today's objectives and ask bigger questions:
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How can this process be improved?
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How can this brand become more valuable?
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How can this team become stronger?
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How can we create an experience competitors can't easily duplicate?
Those questions have shaped my leadership philosophy and continue to fuel my passion for business.
Today, I share insights on leadership, business strategy, organizational culture, customer loyalty, marketing, and growth because I believe the best ideas become even more valuable when they're shared. My goal isn't simply to help companies increase revenue; it's to help them build organizations that people want to work for, buy from, and talk about.
What's Next For Me?
As you may or may not be aware, the Automotive Aftermarket, like many industries, is at a fascinating crossroads between traditional mechanical excellence and rapid digital evolution. Now that my non-compete has officially concluded, I am excited to re-enter the market and pursue my next long-term leadership opportunity.
While standing on the sidelines over the past several months, I have remained deeply engaged in the industry through consulting assignments with several respected brands. During that time, I helped companies identify new growth opportunities, expand into new channels, strengthen customer relationships, refine business strategies, and improve overall market positioning. These experiences provided valuable perspective on the challenges and opportunities businesses face today, while reinforcing my passion for helping organizations grow profitably and sustainably.
With more than 25 years of experience leading Sales, Marketing, Product Development, and Operational initiatives within the Automotive Aftermarket, most recently with Horsepower Automotive Group, I have built my career on understanding every side of the business. From OEM and distribution channels to retail, e-commerce, and direct-to-consumer strategies, I have consistently delivered results by aligning customer needs, operational efficiency, and financial performance.
Throughout my career, I have operated as a true "full lifecycle" executive. While many leaders specialize in Sales, Marketing, or Product Management, I offer a proven track record across all three disciplines, supported by deep expertise in Regulatory Affairs, Quality Control, Pricing Strategy, Cost Analysis, and P&L management. This holistic perspective allows me not only to develop and communicate a compelling vision, but also to ensure the product, organization, and financial strategy support sustainable growth.
Since leaving Truck Hero in 2020, I have navigated a dynamic business landscape shaped by the COVID pandemic, acquisitions, organizational restructuring, and transitional leadership opportunities. These experiences strengthened my ability to drive immediate ROI, improve EBITDA, lead through uncertainty, and create value under pressure. Today, however, my focus is different. I am looking for a company where I can establish a long-term home, contribute to a meaningful vision, and leverage my experience to build lasting growth, profitability, and market leadership.
I'm seeking a fresh start in one of the following industries:
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Off-road Accessories & Suspension
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Automotive/Truck Aftermarket Accessories
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Automotive Performance
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Luxury Goods - Jewelry and Watches
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Defense/Firearms & Tactical
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Sporting goods & Apparel
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Powersports
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Overlanding
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Board of Directors Roles
Let's talk if you're interested in strategy with follow-through, not just good intentions.
Professional Profile
Strategic Business Leader &
Brand Development Executive
As a client-focused leadership executive with 25+ years of proven expertise in the Automotive Accessory Industry, I have excelled in Sales, Marketing, Project Management, Quality Control, Quality Assurance, Regulatory Affairs, and Business Development. I am adept at creating innovative campaigns that expand product and service awareness, strengthen brand recognition, accelerate revenue, and propel the business to the next level. I have a proven track record of forging and maintaining strategic partnerships and fostering close, collaborative relationships with cross-functional teams, which drive organizational growth and achieve overall business goals. I drive profitability through creative, innovative plans and business development leadership. I stay current with emerging marketing trends and new, innovative technologies, and I am a strong strategic thinker and team builder. I am always ready to embrace change and apply new ideas, seeking challenging environments to create lasting change. My leadership is characterized by clear guidance and accountability, and I effectively communicate with groups and convey complex ideas. I am committed to professional development and continuous growth, always eager to learn and apply new knowledge.
Core Leadership Competencies:
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P&L and Financial Leadership: I have a proven ability to manage full P&L responsibility, driving profitability through creative, innovative business development plans, consistently boosting ROI, and optimizing performance and EBITDA.
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Integrated Market Strategy & Revenue Acceleration: I drive top-line sales and competitive positioning through innovative, data-driven campaigns. My expertise includes leveraging modern technologies (AI, digital channels) to expand product/service awareness, optimize customer acquisition, and consistently achieve aggressive revenue goals.
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Operational & Regulatory Command: I possess deep, cross-functional expertise spanning the entire product lifecycle, including Project Management, Quality Assurance (QA), Quality Control (QC), and Regulatory Affairs compliance in the Automotive Accessory sector.
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Organizational Transformation: I am skilled in building, establishing, and transforming high-performance, diverse teams. I focus on clear guidance, accountability, and professional development to create lasting organizational change and educate the next generation of leaders.
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Executive Communication: I am a highly effective communicator and relationship builder, adept at fostering close, collaborative relationships with interdepartmental teams and delivering high-powered presentations to executive boards and key stakeholders.
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Committed to driving exponential growth and business value through dynamic strategy, execution, relationship management, process optimization, and leadership.
Core Competencies:
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P&L Management
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Project Management
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Companywide Leadership
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Product Innovation & R&D
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Multi-Channel Management
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Persuasion & Influencing
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Expert Negotiator
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Competitive Intelligence
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Marketing Program Development
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Critical Thinking
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Brand Growth & Expansion
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Market Penetration
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Judgment & Decision Making
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DTC Sales Development
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EBITA Growth Management
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Stakeholder Engagement
Professional Experience:
Executive Leader | Commercial Sales & Marketing Brand Development | Strategic Planning | Storytelling | Employee Development | P&L Management | Product Development | Entrepreneurial Spirit | Problem Solver | Data Driven
2024 – 2025 • Horsepower Automotive Group - a Huron Capital Company - Chandler, Arizona
HPAG is a dynamic, fast-growing leader in the design, manufacturing, and distribution of performance-driven automotive accessories. With a portfolio of premium brands serving both OEM and aftermarket customers, HPAG delivers innovative solutions across the off-road, truck, Jeep®, and SUV segments.
During my tenure at HPAG, I consistently exceeded monthly budget targets in 9 of 10 months. I joined the organization with a long-term vision, relocating my family from Washougal, Washington, where we had lived for 15 years. I believed this change would be a lasting leadership opportunity. I was aligned with a path toward stepping into a CEO/leadership role following a planned acquisition by the ownership group.
Due to unforeseen circumstances, the company and I ultimately parted ways. While unexpected, the transition has provided valuable time with my family and an opportunity to reflect. I remain grateful for the experience and the perspective it has given me.
Senior Vice President of Sales & Marketing
Full P&L Ownership | Strategic Leadership | Organizational Transformation
Directed all aspects of wholesale, retail, direct-to-consumer sales, service operations, and marketing. Held P&L responsibility while reporting directly to the CEO on performance, challenges, and growth strategies. Spearheaded organizational restructuring, built high-performance teams, and implemented strategic processes to achieve aggressive KPI targets across multiple channels.
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Translated brands' visions into localized strategies to drive market awareness, brand desirability, and customer engagement in the U.S. and Canada.
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Cultivated an inclusive, high-performing, client-first culture across sales and marketing teams through mentorship, succession planning, and performance management.
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Delivered strong financial results across all KPIs—sales, EBIT, inventory, working capital, CAPEX, and cash flow—through disciplined execution and agile decision-making.
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Proactively identified and resolved operational challenges through cross-functional collaboration and strategic foresight.
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Consistently uncovered and capitalized on market opportunities to strengthen competitive positioning and maximize brand impact through analytics, facts, and ROI.
2022 – 2024 • EGR, Inc. - Ontario, CA | Brisbane, Australia
A global OEM accessory manufacturer with 12 locations worldwide, recognized for delivering innovative, high-quality products to leading automotive brands. The company is now focused on redefining its presence in the automotive aftermarket, leveraging its global manufacturing footprint and decades of OEM expertise to build a premium brand across five continents.
Vice President of Sales & Marketing
Strategic Leadership | Team Development | Market Expansion | P&L Ownership
As a core member of the strategic leadership team, I led the growth and transformation of EGR USA's Aftermarket Division in North America. Built a high-performing team and scalable structure to position the brand as a premium, reputable player in the market. Held full responsibility for sales strategy, marketing direction, compliance, and financial performance.
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Built and led a cohesive executive team, implementing clear personnel policies, talent development programs, and a strong performance-driven culture.
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Developed and executed comprehensive business plans, managed full P&L, and drove strategic pricing initiatives (MAP, UMAP), resulting in an 80% increase in top-line revenue and a 15% improvement in gross margin YTD.
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Oversaw legal and regulatory compliance across all business functions, aligning company operations with industry best practices.
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Provided hands-on leadership in performance reviews, employee development, disciplinary actions, and succession planning to strengthen organizational depth.
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Ensured clear and consistent communication with stakeholders on company direction, objectives, and execution plans to foster alignment and accountability.
2021 – 2022 • AXC Inc. - Woodland, Washington
AXC was a high-end startup brand focused on delivering the highest-quality fender flares and truck accessories to the North American market. Reported directly to the Board Chairperson and played a central role in building the brand, driving revenue, and preparing the company for a successful acquisition by Rough Country.
I launched AXC, Inc. with the former CEO of Bushwacker and four other investors, establishing operations in a small town in western Washington. Our mission was straightforward but ambitious: to “make fender flares great again” by elevating quality, design, and manufacturing.
We officially launched in November 2021, initially partnering with Rough Country to manufacture fender flares, enabling rapid revenue generation while simultaneously building the AXC brand. As the business gained traction, Rough Country identified an opportunity to vertically integrate its flare and plastics production. On May 1, 2022, we successfully exited through an asset sale to Rough Country, transferring AXC and all associated assets.
Executive Vice President
Brand Development | Channel Strategy | Pricing & Profitability | Customer Experience
As a key member of the executive leadership team, reporting directly to the Board Chairperson. Provided vision, structure, and execution to drive growth in the truck and Jeep® accessories segment. Successfully led cross-departmental teams to meet strategic goals while building a premium brand with an unwavering focus on customer satisfaction, both B2B and consumer-facing.
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Co-led AXC's strategic planning and execution to meet Board-approved objectives and performance metrics across sales, marketing, and operations.
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Championed company culture and employee development by implementing coaching programs and leading workforce engagement initiatives across all departments.
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Created and managed structured pricing strategies, including unilateral pricing policies, to ensure consistent profitability across all sales channels.
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Spearheaded the creation and implementation of long- and short-term marketing plans to build a new brand, increase awareness, and foster consumer loyalty.
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Directed a wide range of integrated marketing and sales efforts across B2C, B2B, D2C, B2B2C, 3P marketplaces and emerging platforms.
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Oversaw all content creation, social media campaigns, email marketing strategies, promotional programs, rebate management, and channel-specific initiatives.
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Analyzed and responded to consumer and customer behavior using real-time data from sales and marketing performance indicators.
2020 – 2021 • BlackRidge Enterprises, a Ken Garff Automotive Company - West Valley City, Utah
A forward-thinking business group focused on strategic growth, operational excellence, and brand development across the automotive and consumer goods sectors. Known for its bold vision and results-driven leadership, Blackridge specializes in launching, scaling, and repositioning premium brands in highly competitive markets.
In this role, I was responsible for developing and executing a comprehensive strategic roadmap, including positioning A1 Distribution for KGA's acquisition. I led negotiations between all parties and served as an independent Managing Director throughout the transaction, ensuring alignment from initial strategy through closing. This effort resulted in the successful acquisition of A1 Distribution.
Following the transaction, I remained under a one-year contract as Director of Operations to lead the integration of the two organizations, focusing on operational alignment, scalability, and long-term value creation.
Director of Operations – (Contract Employee)
Acquisition Management | Full P&L Ownership | Strategic Leadership | Organizational Transformation
As a contract executive with BlackRidge Enterprises, LLC, I supported company-wide operations by implementing strategic initiatives and strengthening relationships across manufacturers, suppliers, and customers. In my capacity as Director of Operations, I focused on achieving both short- and long-term organizational goals through effective delegation, data-driven decision-making, and collaboration with industry experts.
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Developed and executed comprehensive business plans, budgets, and P&L management strategies to drive profitability and sustainable growth.
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Advised the President and executive leadership on strategic challenges, proposing actionable solutions to optimize performance and market positioning.
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Established and monitored short- and long-term company goals in collaboration with the President and KGA Executive Directors.
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Managed new product development and sourcing initiatives, including domestic and international partnerships and co-branding opportunities.
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Fostered strong industry relationships through active participation in conferences, networking, and seminars to enhance business intelligence and market presence.
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Collaborated closely with Ken Garff Automotive executives to identify and leverage synergies between dealership operations and the accessory division.
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Championed a team-oriented culture focused on delivering exceptional value and support to customers.
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Oversaw all interactions between A1 Distributing and The AAM Group to ensure seamless operational integration and relationship management.
2011 – 2020 • RealTruck, Inc - Truck Hero Inc. • Ann Arbor, MI | Buford, GA | Suwanee, GA
A leading innovator in the truck accessory industry, specializing in high-quality, durable products designed to enhance vehicle functionality and style. With a strong emphasis on quality manufacturing, customer satisfaction, and cutting-edge design, RealTruck offers a comprehensive range of accessories that improve both the utility and appearance of trucks. The brand continues to grow its presence across North America by partnering with retailers, distributors, and installers to provide trusted products backed by reliable service.
Vice President of Jeep® and Off-Road Division
Brand Development | Channel Strategy | Pricing & Profitability | Customer Experience | Sales and Marketing P&L
Promoted by the CEO to lead and grow the Jeep® and Off-Road sales team while driving Truck Hero's core business practices in branding, product development, and go-to-market execution. Oversaw a diverse team of 30+ employees, including five sales managers, two jobber specialists, and three manufacturer representative agencies. Partnered closely with product development, data, marketing, and operations teams to align initiatives with overall business plans, P&L, and budgets. Reported directly to the CEO, COO, and EVP on departmental performance, strategic adjustments, and operational improvements.
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Directed seven Truck Hero brands, providing strategic leadership, ongoing training, and daily support to sales teams and initiatives.
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Engineered a successful turnaround strategy that halted the company's decline and drove stabilization by optimizing distribution channels—including wholesalers, e-commerce, direct-to-dealer, and international markets.
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Led new product innovation from concept through market launch, shaping product design and positioning to meet evolving customer needs.
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Accelerated growth in existing channels by expanding into new markets, correcting pricing strategies, and reestablishing Minimum Selling Price (MSP) policies—maximizing margins for customers and the company alike.
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Initiated and analyzed comprehensive market research studies to uncover customer insights and emerging market opportunities.
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Developed innovative sales and marketing methodologies tailored to new product development and launch cycles.
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Designed and implemented a new sales process and reporting framework, improving market targeting and go-to-market effectiveness.
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Conducted due diligence and evaluated potential acquisitions to expand Truck Hero's portfolio, providing detailed reports and recommendations to the CEO.
Boards & Charities
Organizations and Committees:
Tread Lightly! Ambassador Member & Supporter 2025+
SEMA Political Action Committee (PAC) President Club 2023+
SEMA Specialty Equipment Market Association 2010+
SEMA PRO Select Committee 2014-2016
SEMA YEN Select Committee 2011-2012
Board Positions:
WorkSport Advisory Board Member (NASDAQ: WKSP) 2021-2025
Gemological Institute of America Alumni Chapter. Pres. 2001-2005
Education
Gemological Institute Of America (GIA)
Graduate Gemologist Diploma
1998 - 2002
GIA was founded by a jeweler who identified a need to professionalize the industry. GIA is a nonprofit institution committed to protecting and educating the public in the field of gems and jewelry. Since 1931, GIA has established standards for gemstone evaluation worldwide, including the 4Cs of Diamond Quality and the GIA 7 Pearl Value Factors™. Fueled by research conducted in GIA’s world-class laboratories, the education division translates in-depth knowledge into practical skills to train the next generation of jewelry leaders and professionals.
The GIA Graduate Gemologist diploma program provides a comprehensive education in gemology, including diamonds and colored stones. Using the latest gemological equipment, you will work with real diamonds and gemstones under the trained eyes of GIA instructors. Through extensive lab work, you will practice efficiently, accurately, and consistently identifying and grading diamonds and colored stones.
GIA is not a traditional academic institution—it is the definitive authority in the world of luxury. At the intersection of science, craftsmanship, and prestige, GIA sets the global standards that govern gemology and fine jewelry. Its education is grounded in rigorous scientific research, shaping not only how gemstones are evaluated, but how trust, rarity, and value are defined across the luxury industry worldwide.
Over the last few years, I’ve had the privilege of contributing to a variety of media interviews, features, and industry conversations. Here’s a small collection.
open to work - Executive Leader - Commercial Sales & Marketing Brand Development - Strategic Planning - Entrepreneurial Spirit Michael Timmons - Strategic Business Leader