Golf

I'm a strategic senior marketing & brand management expert with an extensive history of elevating brands through bold and differentiated marketing.  I'm a builder of brands (both vision and strategy), a highly effective storyteller, and can navigate market challenges with inventive thinking to achieve significant revenue growth.  

I have a passion for leading the new frontier of marketing execution with brave and disruptive digital marketing ideas that cut through, including being a mastermind in using social media and content creation to positively impact consumers buying behavior.

A born leader, I have an exceptional record in motivating and developing high-performance talent to deliver world class fully integrated marketing campaigns that drive results.  



Specialities include:  Brand Vision & Strategy, Leader of High-Performance Teams, Strategic Go-To-Market Planning, Advertising Campaign Creation, Consumer Growth and Engagement, Social Media & Digital Content Marketing, B2B & B2C Communication Strategies, Building Relationships, Communication Skills, Creative Problem Solving, Creator of Culture.


Recruited into a newly created senior leadership position to direct the US and global marketing teams in re-inventing product and brand marketing.  I led the multi-disciplined marketing function in creating bold and disruptive integrated marketing campaigns that delivered revenue growth from $900m to $1.2bn during my tenure.

How? I laid out a multi-year marketing vision, strategic roadmap and gained Executive approval to develop a playbook that positioned Callaway as the most progressive, innovative brand in the industry, and took them back to being the #1 Brand in the Golf.   Fusing the use of traditional media with a new and unique social and digital content activations,  not only did this strategy result in significant revenue growth, I also grew our digital audience by over 40% and direct-to-consumer sales by over 20%.

It doesn’t stop there… other accomplishments include:

- With P&L responsibility for $50m, led a team of over 40 marketing professionals to create and implement full 360 integrated product launch campaigns starting with the 'EPIC' launch in 2017 that took Callaway back to being the #1 Driver in the market.  

- Launched a new ‘Callaway Create’ digital platform that allowed individual contributor and influencers to engage with the brand and co-produce Callaway ‘Originals’ content that was integral in doubling instagram followers from 300k to 725k.

- Launched “Golf Lives’ digital only content series that was the first in the industry to be selected by Amazon Prime to be hosted on their OTT platform.  

- Transformed marketing team culture into a collaborative working environment and a culture that embraced creativity, teamwork and execution.

Senior Director, Marketing & Brand Management

Established and created a new ‘game enjoyment’ positioning platform for the brand, and launched the companies first ever brand campaign - 'cool stuff that works'.  That vital work provided the DNA for every 360 marketing campaign going forward, and I led the new frontier in marketing for the sport with disruptive, bold and brave marketing ideas that cut through.  Other accomplishments include:

- Created the new standard for product launches with ‘out of the box’ thinking including pop-up retail & interactive consumer experiences. 
- Specialized in being nimble and ‘punching above our weight’ in regard to making relatively small marketing budgets stretch really far.  
- Led sports marketing athlete activation plans including elevating Rickie Fowler to becoming a brand icon for PUMA and the sport.   Also negotiated new and existing athlete contracts to leverage brand visibility. 
- Launched a new ecommerce strategy, including SEO, SEM and digital marketing campaigns to ignite the direct to consumer sales vertical.

Senior Director, Global Marketing

(Cobra Golf 2007-2010 which was acquired by PUMA in 2010)

Created and developed game changing brand advertising and product promotion campaigns specific to the EMEA region.   Successfully grew market share by 40% in the UK market, and positioned PUMA Golf as a differentiated market leading footwear and apparel brand in the Golf space.   Other accomplishments include:

- Thought globally, acted locally. Customized global advertising campaigns and launched in multiple markets & languages. 
- Develop EMEA specific Retail merchandising programs and rolled out across all markets.
- Managed and generated all PR activity including influencer seeding.
- Developed personalized sales & marketing programs for key accounts.

European Marketing Manager

Led the strategic development and execution of all marketing campaigns focused on selling hospitality packages at large scale sporting events across Europe. I was responsible for the creation and delivery of all new business proposals, pitch presentations, creative agency partnerships and effective budget planning and control. A major achievement was negotiating headline sponsorship agreement contracts with large organizations (including Sky Sports & Ladbrokes), and delivery ROI on those investment.

Marketing Manager

Generated new leads and revenue growth with high profile financial institutions (Deutsche Bank/RBS) through the implementation of new business campaigns for UK, Europe and Asia.  Successes included drafting proposals and presentations for client lead generation, account management, and managing large budgets.  My proudest moment was initiating and developing a completely new account management program for RBS in Asia, and moving to Hong Kong to roll it out.

Business Development Manager

Responsible for the creation and delivery of specific event experiences to support key product and brand marketing campaigns. I also developed a new sponsorship strategy and 'brand experience' for KPMG UK regarding large hospitality facilities at showcase sporting venues. My biggest achievement was the successful implementation and execution of the 2002 Ryder Cup sponsorship campaign.

Senior Marketing Events Executive

Ian Barrett is a Senior Director, Marketing & Brand Management at Callaway in CARLSBAD, CA.

Ian Barrett

Ian Barrett

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Education history

Bournemouth University