Randy Shoemaker
Brand Builder, Consumer Marketing Leader, Creative Strategist, and DTC Expert
Randy Shoemaker is a results-driven consumer marketing leader with a comprehensive background in strategic brand development and marketing. He demonstrates a deep understanding of consumer behavior and market trends, fueling product innovation and growth.
With a career spanning globally recognized brands like Star Wars, Marvel, DreamWorks, Nickelodeon, Disney Pixar, The Hunger Games, EA SPORTS, NFL, NCAA, and NHL, Randy spent years turning casual consumers into passionate brand advocates.
Randy excels at understanding what drives fan loyalty and using that insight to fuel growth. With a strong background in strategic brand development and data-driven marketing innovation, Randy has a proven track record in scaling direct-to-consumer operations, securing retail placements with top retailers and creating impactful consumer marketing campaigns.
Randy has been recognized for navigating complex P&Ls to drive profitability and for his outstanding leadership abilities, fostering team development, and cultivating environments where creativity and efficiency thrive.
Randy is the Founder of Superfan Brands where he provides strategic marketing leadership to help consumer product companies accelerate growth by building passionate, loyal fanbases. As a Fractional CMO and marketing consultant, Randy helps his clients solve some of their biggest challenges including:
Turning casual consumers into devoted fans, enhancing retention and loyalty.
Implementing marketing strategies to accelerate growth and improve profitability.
Expanding DTC and retail presence to maximize sales and market influence.
Using data analytics to refine strategies, making campaigns more effective and efficient.
Providing leadership to guide and develop marketing teams for successful execution.
Before launching Superfan Brands, Randy was the Chief Marketing Officer at Eastern Standard Provisions where he developed a comprehensive marketing strategy to strengthen Eastern Standard Provisions’ market presence and led all aspects of marketing including brand strategy, digital marketing, direct-to-consumer and retail sales, data analytics, consumer experience, and product development.
Through his efforts, Randy grew Eastern Standard Provisions' revenue 1,272% from 2019 to 2023 securing a spot on Inc 5000’s Fastest Growing Companies. Randy built the direct-to-consumer (DTC) channel from the ground up, establishing a loyal DTC audience of over 800K customers and optimized the DTC channel for profitability, achieving a positive contribution margin through streamlined operations and targeted marketing strategies.
He also diversified the business into retail, growing to 2,700+ retail doors, including nationwide launches in Whole Foods and Costco, and chainwide launches at Sprouts, Fresh Thyme, Earth Fare, Lassens, Wegmans, Big Y, Gelson’s, Bristol Farms, Met Market, Central Market and Roche Bros.
Before joining Eastern Standard Provisions, Randy was Senior Vice President of Global Brand Marketing at Funrise toy company where he led the global vision, strategy and go-to-market execution for Funrise’s portfolio of brands.
Randy was also Senior Vice President of Franchise Management at Lionsgate where he established the company’s internal consumer products and licensing division, leading the franchise strategy, planning, and monetization of Lionsgate’s entertainment properties.
Randy also served as Chief Marketing Officer for Muze Clothing, a direct-to-consumer apparel company, where he led marketing initiatives including SEO, SEM, social media marketing, and CRM to maximize reach and engagement.
In addition, Randy was the Vice President of Consumer Products at DreamWorks Animation, leading global toy licensing and North American retail strategy for DreamWorks’ consumer products.
He also held the position of Vice President of Global Brand Management at video game company THQ, overseeing the global Kids & Family portfolio of original IP and licensed brands, and led global brand management at Hasbro and Electronic Arts.
Randy has a B.A. in Business Management Management and MBA with a concentration in Marketing from Clark University.
