Michael Belfrage
Marketing / Sales Manager · Mint Tours
San Clemente, CA
In My Own Words
With 15+ years of experience as a marketing leader, I excel in executing innovative, data-driven omnichannel marketing strategies that deliver significant ROI, engagement, and revenue growth for top brands in the action sports and tourism sectors. My career spans impactful roles with industry leaders such as Nike, Vail Resorts, POW Gloves, Rusty, and Arnette, where I have consistently driven transformational business impact.
I excel in driving customer-centric marketing plans, from brand messaging and product launches to multichannel campaigns and retail/distributor partnerships. My expertise extends across local and global wholesale markets in the action sports industry, where I leverage data-driven insights to drive sales and enhance brand visibility.
My deep understanding of marketing and brand strategy enables me to implement compelling go-to-market plans and manage effective partnerships and sponsorships. By crafting inspiring brand narratives, I align strategic marketing initiatives with business goals to create meaningful impact and foster long-term success.
Career Highlights:
· Acquired new clients at Mint Tours (resulting in a 20%+ annual revenue increase) while establishing brand partnerships with Dakine, Salomon, Mizu, Tactics, Ikon Pass, SkiBig3, Slush Magazine, and Baldface.
· Developed a go-to-market strategy, created all marketing and advertising materials, and launched the multi-platform 'All Day Everyday' brand campaign at POW Snowboarding, surpassing revenue targets by 15%.
· Created a strategic marketing campaign and global communications plan for Mount Hotham Skiing Company (MHSC), exceeding the company’s annual revenue targets of $8M by 10%.
· Spearheaded efforts to secure Audi as the naming rights sponsor for MHSC, overseeing contract negotiations that resulted in a $200K annual partnership agreement being extended for 4+ years.
· Oversaw $100M in key Nike product categories for the Pacific marketplace at Nike, developing marketing and distribution strategies via channel segmentation to meet and exceed category growth objectives.
· Managed $20M in gross sales across key accounts at Globe International, including Boardriders, Surf Dive 'n' Ski, City Beach, Ozmosis, Myer, and Amazon.
Work Experience
Sales & Marketing Director
Mint Tours2022 – Present
• Lead sales and marketing efforts, overseeing brand development and communication strategies, which contributed to securing $10M in annual bookings.
• Work with key partners and distributors to execute high-impact brand activation events, creating memorable customer experiences and strengthening brand presence.
• Oversaw sales and marketing efforts focusing on North America and Canada, including building out and managing brand integrations and partnerships for snowboarding tours.
• Drove a comprehensive revamp of the company website, significantly increasing visitor traffic and enhancing online engagement.
Marketing Director
POW Glove Company2017 – 2022
• Drove global marketing and brand strategy, orchestrating campaigns across multiple international markets (including North America, Europe, and the Asia-Pacific).
• Executed omnichannel brand/product marketing initiatives, including data-driven digital campaigns, content marketing, SEO, social media management, influencer outreach, email marketing, and print campaigns.
• Achieved a 44% increase in social media following within a year by implementing online communication strategies, overseeing website management, site launches, and engaging product campaigns.
• Led all public relations activities by crafting and distributing press releases, securing product reviews, and building relationships with editors and industry publications.
• Fostered and managed strategic sponsorships, such as the seasonal collaboration with Mt. Baker Ski Area to create a unique product line for retail and promote the Legendary Bank Slalom event.
• Collaborated with the VP of Sales to set and achieve sales targets, effectively selling seasonal product ranges into key accounts and driving revenue growth.
• Directed the Global Athlete team, establishing strong relationships with brand ambassadors and key industry influencers to secure endorsements, generate engaging content, and enhance brand engagement.
Marketing Manager
Vail Resorts - Mount Hotham Skiing Company2014 – 2017
• Directed all marketing, branding, and media relations functions, overseeing a $1.2M budget while recruiting, training, and leading a team of 4.
• Led innovative omnichannel marketing campaigns as well as critical brand partnerships and activations.
• Guided the digital marketing team in executing data-driven campaigns, content marketing, SEO, social media strategies, influencer collaborations, and email marketing.
• Boosted annual season pass sales by implementing ticket campaigns that attracted new customers and retained existing ones.
• Championed global marketing initiatives for the Audi Q7 model rollout in the southern hemisphere.
• Transformed and enhanced the seasonal Hotham Magazine and all associated marketing materials for the 2016 season.
Brand Merchant, Merchandising
Nike, Inc.2013 – 2013
• Attained seasonal and annual financial goals by strategically planning merchandise assortments, setting competitive pricing, and overseeing brand promotions for Men’s & Women’s Sportswear, Nike SB, Jordan, and Young Athletes.
Sales Director
Globe Intl2010 – 2012
• Oversaw budget allocations, net sales, margin objectives, and brand merchandise selections to ensure optimal financial performance and strategic alignment with business goals.
• Achieved a 40% growth in Globe’s apparel and accessories categories for 3 consecutive years by collaborating with the marketing team to implement a comprehensive sales and marketing strategy.
• Executed Globe’s global benchmarked brand and product nights, delivering training to key clients on new products, presenting key messaging, and introducing new seasonal POS materials and sales incentives.
• Recruited, onboarded, and managed a 14-person sales team, consisting of independent and in-house agents, ensuring effective training and supervision to maximize sales performance and team cohesion.
• Launched the Good stock apparel category, successfully entering the denim/bottoms market to expand Globe’s market share and drive increased revenue.
Education
Interests
Skills
Industries
Connections
Cameron MincarGraphic Designer
Jodie MichalakSenior Copywriter
Carly UllinskeyCreative Supervising Producer I Casting Director I Sales Specialist I Business Development
Kellie OhrDirector of People and Culture 
Susie HeathGuest Services | Customer Service Specialist | Creating an Exceptional Customer Experience
Ewan McCafferySki and Snowboard Sales/Binding Technician
