Deckers Outdoor Corporation appointed Jeffrey Bua as president of its Teva brand, which saw sales decline 8.5 percent in 2012 after two consecutive years of double-digit growth. 

 

 

Bua will report directly to DECK President, CEO and Chairman Angel Martinez. Teva generated sales of $108.6 million in 2012, well behind the $819 million in sales at Ugg and well ahead of the $89.8 million in sales at Sanuk.

 

Bua joined Deckers in 2011 as brand president of Mozo, a footwear line designed for chefs and other culinary professionals. Prior to that, he was instrumental in driving improved results at several footwear companies, including RG Barry Corporation, Hi-Tec Sports, UMBRO and Reebok. His senior level roles have included overseeing new business development, brand development, sales & marketing, product development and customer service. During his nine year tenure with Reebok which included positions as product marketing manager, national account sales director and senior director of sales operations, Bua helped achieve number one positions in tennis, basketball and fitness.

 

“Jeff has demonstrated the ability to take brands to the next level during his 30 plus year career in the footwear industry,” said Martinez. “Over the past several years we’ve made good progress re-positioning the Teva brand to attract a younger, more active consumer.”

 

Bua replaces Joel Heath, who joined Teva in 2009 as global marketing manager after seven years of running the Teva Mountain Games in Vail. CO. In 2012, Teva dropped its sponsorship of the event to shift its resources to other marketing venues. GoPro has since been named title sponsor of the vent. A member to the SGB 40 Under 40 Class of 2011 and co-founder of First Descents, Heath has left Decker’s to pursue other interests.