American Marketing Association Member

Awards: 

GARMIN: Best of CES Awards, Health & Fitness (2015, 2018) | Runner’s World Gear of the Year (2019 X2) | The Gear Institute Best Bike Computer (2016, 2017 x 2, 2020) | Forbes Best Fitness Trackers (2019)

BUSHNELL: Outdoor Life, Great Buy Award (2012) | Field and Stream, Best of the Year Award (2013)




Bike

Golf

Creative Agencies

Fishing

Lifestyle

Moto & Powersports

Outdoor

Skate

Snow

Streetwear

Swim

Tech

Triathlon

Wake

Yoga

Health & Fitness

Fashion

Outdoor Activities

Cycling

Lacrosse

Running

Ice hockey

Baseball

Fitness

Snow Skiing

Health and Wellness

Outdoor Lifestyle

Marketing Executive

Executive

<p>Results-driven leader with a proven record of developing comprehensive marketing strategies for both startup and mature environments. Notably, leading more than 200 successful global product launches, spearheading a 93.6% increase in segment revenue for a $1B+ business. Developed 10 brand campaigns resulting in over 50% ROI year-over-year. Known for my ability to build, inspire and lead cross-functional teams of up to 100 employees globally. Prior to NIL, championed one of the first multiyear sponsorship agreements at both the high school and collegiate levels resulting in double digit growth in every wearable category. </p>

Reporting to the CEO, tapped to build a successful marketing program for a smart tech startup. Built and led a highperforming
sales, marketing, and creative team. Wrote all consumer-facing legal and creative material in compliance with regulations. Championed market analyses and A/B testing, combining data-driven insights with campaign
strategies to deploy innovative, targeted messages that captivate audiences and drive conversions. Monitored and
reported KPIs to measure effectiveness. Navigated product performance issues to nurture and retain customer
interest. Served as company spokesperson with the media.
●   Led strategic initiatives for growth in B2B channels and direct-to-consumer e-commerce business.
●   Developed the brand and debut collection of a tech-augmented, 100% recyclable footwear product.
●   Executed the inaugural product launch in May 2023.
●   Worked with a PR agency to secure +339M earned media impressions in the first two weeks.
●   Delivered substantial growth in social following on Instagram, LinkedIn, and Facebook.

CHIEF MARKETING OFFICER

Transformed a small marketing department into a robust business partner for the fitness segment with a $25M annual
budget. Collaborated to define concept requirements and build detailed plans to ensure timely product launches and event activations. Monitored and delivered the segment's monthly report card to the CEO and Board of Directors.
Supervised the efforts of worldwide staff and ad agencies, overseeing the production of content calendars and publicfacing
communications. Participated in trade shows and executive reviews to drive brand awareness, build a sales
funnel, and promote usage by pro athletes and key retailers.

●   Built Garmin's first cohesive marketing plan, leading to a 17% revenue increase within the first year.
●   Launched 210 products to support channel expansion and grow segment revenues by 93.6% ($1B+ business).
●   Developed and hosted major campaigns at nationally recognized events (CES, Ironman, Gravel Unbound, etc).
●   Spearheaded Garmin Pay and On-Device Music (Spotify, Amazon Music, etc.) partnerships.
●   Sponsored cycling teams, crafted commercials, and supported junior product launches with Disney.
●   Functioned as the marketing lead for two company acquisitions, Tacx and Alphamantis.


(720) 612-2596 | mbts34@msn.com

WORK EXPERIENCE

HEAD OF GLOBAL MARKETING FITNESS

Hired to innovate in a saturated and stagnant industry segment. Managed the product development life cycle, from conception to commercialization and end-of-life. Conducted detailed market research to develop products that
address global consumer and retailer needs. Analyzed specifications to determine profitability and marketability.
Drafted roadmaps, schedules, and performance metrics to measure success. Coordinated testing, packaging, sales, and marketing teams. Oversaw inventory and assisted in forecasting. Monitored competitors and the competitive
landscape. Supported development of product catalogs, special programs & incentives, and marketing materials.

●   Inherited 50 SKUs and launched 20 new products while managing end-of-life for many others.
●   Hosted product workshops at annual Sales Conferences and trained sales and key account teams.
●   Rebranded compact binoculars to engage a new market niche, sports fans, attracting a major retailer
account.
●   Introduced an elite, high-end product to the mass market for a previously untapped customer base.
●   Launched a product that secured a major contract with the US Government.

PRODUCT MANAGER BINOCULARS AND SPOTTING SCOPES SEGMENT

*   Supported the Product Operations team by training new hires, retraining existing teammates and training vendors on UA procedures and product development system.

*   Provided training to all product engines, 600 people domestically and abroad, on new Product Development Management (PDM) system enhancements.

*   Developed PDM training content and training tools for headquarters and global teams. Ensured key learnings from the training were incorporated into use support tools within the system to support the product life cycle to deliver "real-time" information to users to enhance efficiency.

*   Created an Armoury On-boarding program that ties back to the defined set of system procedures and manuals in the areas of Development, Sourcing, and Product Line Managers.

*   Created a Subject Matter Expert (SME) program that tie back to Armoury enhancements and on-boarding. The SME program is based on efficiency gain, need or user call out. Continued system training identified within the areas of Development,
Sourcing and PLM's.

Product Operations Trainer

Ownership of store operations, communications and payroll management for UA specialty and factory locations. Supported financial and store count growth through operational process improvements and greater efficiencies in stores. 

Created & implemented scalable operational processes that supported growth initiatives – defined new store opening process that delivered on-time and on-budget results for over 80 new locations, standardized calendars and communication to provide transparency and accountability to results. 

Integral business unit leader on software rollout to entire store fleet (EPICOR) - led creation of business requirements, vendor selection, oversaw testing and pilot program, created training and support documentation, provided support and guidance for rollout. 

Key project manager for the business on cross-functional initiatives: sourced and implemented new supply vendor for the store fleet, updated reporting and delivery of metrics for the business and executives, refined and updated full scope of policies and procedures for the field. 


Retail Operations Manager

Matthew Bates is a Marketing Executive at BALISTON FOOTWEAR in Olathe, Kansas. View their experience, skills and work history on Malakye — the professional…

Matthew Bates — Marketing Executive at BALISTON FOOTWEAR

Matthew Bates — Marketing Executive at BALISTON FOOTWEAR

Matthew Bates

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