Paul McAfee

President - North America at STATSports

How does this work?

I am an experienced, extremely motivated, focused and driven individual with exceptional commercial awareness. My strengths lie in building strong relationships, negotiating and strategic planning. These skills are extremely important in order for me to develop my business roles and improve sales and margin objectives.

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Work experience

Oct 2019 - Present


President - North America


Jul 2018 - Oct 2019


Chief Sales Officer

STATSports performance tracking systems are used by elite teams all over the world, in competitions that include the FIFA World Cup, UEFA European Championships, Champions League, Premier League, LA Liga, the Six Nations and the Aviva Premiership, as well as dozens of teams across the NFL, NBA and MLS. Apex provides coaches with in-depth insights into elite athlete performance on a new level to anything experienced previously. Apex provides users with unrivalled insights, accuracy and reliability in training and on game day.

Oct 2015 - May 2018

Canyon Bicycles GmbH

Ecommerce Director

Team development and leadership: part of the senior management team, responsible for building and developing several teams across sales, purchasing, accessories and outlet channels. Strategic Planning: development of a 3-year strategic plan that has driven huge double digit growth for the business. Budget planning and forecasting: responsible for annual and quarterly forecasts to the leadership team, budget and purchase planning for all ecommerce channels. Digital: ensuring the digital marketing team meet the business requirements in driving traffic, conversion, SEO, PPC, re-targeting, Google shopping, social & email marketing. Promotional Planning: liaising with the CMO to ensure that all brand, marketing and product initiatives are planned and executed efficiently throughout the year – bike/product launches, special events and seasonal campaigns. Operations: liaising with the head of operations and service to ensure that all shipping, returns, warranty logistics and customer service processes and standards are at a high level, creating a seamless experience for our customers. Sales & Purchasing: responsible for all sales, purchasing and inventory management, OTB budgets and order approvals. Driving a healthy year on year GMROI across the business. External partnerships: Negotiating with external partners to ensure best pricing, payment terms, exclusivity, product development and brand collaborations. Monitoring market trends, adapting to industry changes and expert product knowledge.


Mar 2012 - Oct 2015

Chain Reaction Cycles

Category Trading Manager

Strategic Planning: Development of strategic plans for each category, outlining the direction of the categories until 2016, highlighting key objectives and initiatives that have cemented the categories as the leading online proposition within a competitive marketplace. Management: lead a team of merchandisers and assistant merchandisers across categories, optimising online merchandising, identifying and networking with grey market sources to maximize category margins. Networking: Responsible for developing and maintaining established brand relationships within an extensive brand portfolio and CRC’s own distribution channel. Identifying new business contacts and relationships and assessing market procurement conditions, negotiating terms and sharing the strategic objectives for all categories in the business. Manage an order schedule and cash commitment plan to fall in line with buying budgets. Reporting to the trading director and finance director on order approvals above £50K. Create monthly/annual forecasts that formulate the category targets, present to the board and ensure promotional campaigns/calendars are aligned in order to drive sales. Understand various global markets to tailor regional/seasonal product offering. Working with territory sales teams to ensure country campaigns are executed effectively. Responsible for managing and integrating the process of house brand product development, briefing, monitoring market trends, pricing architecture and margin expectations. Working closely with the marketing, digital marketing, and ecommerce teams to ensure a fully integrated commercial plan is executed for the business.


Mar 2005 - Mar 2012


Strategic Account Manager

Marketplace Management: Demonstrated a thorough understanding of the market and the consumers together with excellent product knowledge. Strategy and Planning: Developed account strategic plans to coincide with the Football, Running and Kids category plan, scenario, futures and shipping plans. Category Experience: Extensive knowledge and experience of working across a number of key categories over the years, particularly within Football and Running with substantial growth achieved in all positions. Planning: Work to develop accurate and realistic market plans, seasonal assortments, forecast and scenario plans. Conduct monthly and seasonal business reviews with customers. Account Management: Provide account feedback to key stakeholders. Use market knowledge on product trends, pricing and the competition to assist in maximization of Nike product placement and Sales. Communication: Maintain positive external and internal relationships. Provide exceptional customer service by developing and maintaining strong relationships with all levels of the customer’s business. Communicate daily with buyers, manager, customer service, order management and sales operations. Sports Marketing: In charge of identifying and signing new opportunities within the Irish marketplace for both team and individual sponsorship deals particularly in GAA, Rugby and Athletics. Other: Use financial data and metrics to make sound decisions to maximize revenue, profits and sales opportunities. Execute policies and programs to achieve sales goals. I also need the ability to understand complex business issues, find creative ways to solve problems, make sound decisions that benefit Nike while in tandem benefitting the account.


Jan 2001 - Jan 2002


Assistant Brand Concept and Marketing Manager

Part of brand concept and marketing department at the global headquarters. Assisted in the marketing and advertising of several major product launches including Climacool, Predator and A3. In charge of the compilation of the adidas “be better” campaign in-store video, which was distributed to all subsidiaries throughout the world. Co-ordinated and organised all photo shoots and print executions for various product packaging. In charge of planning, organising, communicating and co-ordinating all departments in packaging and hangtags for all products.

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