Michael Custodio

PR Consultant and Content Creator

2023 – Present

MARKETING AND PR CONSULTANT - Develop and execute earned media programs across consumer, influencer, lifestyle, mainstream, youth culture, street culture, automotive, business trade and tech verticals - Pitch, coordinate and facilitate media opportunities for various clients - Maintain strong relationships with media contacts across various verticals - Recent earned media placements include: The Wall Street Journal, David Muir’s Made in the USA segment nighttime segment, O, The Oprah Magazine, Food & Wine, Bustle, Best Products, Sunset Magazine, Gizmodo, Gear Junkie, Outside Magazine, Gear Patrol, FORBES, CNET and more

CONTENT - Media contributed work includes: X-Games, ESPN, Red Bull, Complex, Berrics, MTV, MTV’s Ridiculousness, BET, Thrasher, Street League and more - Published content includes: Drake, Lil Wayne, Kanye West, A$AP Rocky, Steph Curry, Klay Thompson, Future, The Game, Roy Woods, PartyNextDoor, Reggie Bush, Ryan Sheckler, Bino Rideaux, Phabo and more - Produce meaningful video content that drives ROI for consumer facing and B2B clients

Co-Founder of Sandlot Times

2021 – 2024

- Co-Founder of Sandlot Times Skateboards alongside world renowned Professional Skateboarder, Entrepreneur and Philanthropist, Ryan Sheckler - Curated and distributed all forms of marketing communications for Sandlot Times - Managed Sandlot Times' Social Media Accounts - Developed and executed a Marketing/PR strategy to maximize Sandlot Times’ presence in the endemic space - Ideated and managed the creative production process of skateboards and apparel from concepts, manufacturing, to final go to market offerings - Managed a network sales reps, creatives and manufacturers - Team manager for 10 sponsored athletes - Secured collaborations with Fuerza Regida, Avril Lavigne, ETHIKA, JAXXON and Tech Deck (Spin Master Ltd.)

Account Supervisor

2021 – 2021

Senior Account Executive

2019 – 2021

- Managed client accounts by providing the scope of the work and staying within the approved budget each month - Provided client service administration; drafted meeting agendas, attended meetings and compiled action items, handled the scheduling of meetings, logistics and provided billing support - Managed an Account Coordinator - Developed comprehensive PR plans, news releases and media pitches - Managed execution of client PR campaign plans - Proactive media outreach to secure digital and print placements monthly - Pitched, coordinated and facilitated executive media interview opportunities on a monthly basis - Established and maintained strong relationships with media contacts across consumer, influencer, lifestyle, mainstream, tech and street culture based markets - Identified and seeded products to key tastemakers and influencers across specific vertical markets - Wrote and distributed news releases, pitches, award nominations and other PR Materials on behalf of clients - Facilitated 100+ media appointments across trade shows, media desk-sides and activations annually - Updated social media sites on behalf of clients - Created reports summarizing media coverage, outreach and events - Established and maintained strong relationships with clients - Monitored PR success through monthly coverage reports - Provided client service administration support

Public Relations Manager

2018 – 2020

Account Executive

2015 – 2018

- Managed client accounts by providing the scope of the work and staying within the approved budget each month - Managed an Account Coordinator - Provided client service administration; drafted meeting agendas, attended meetings and compiled action items, handled the scheduling of meetings, logistics and provided billing support - Developed comprehensive PR plans, news releases and pitches - Managed execution of client PR campaign plans - Proactive media outreach to secure digital and print placements monthly - Pitched, coordinated and facilitated executive media interview opportunities on a monthly basis - Established and maintained strong relationships with media contacts across consumer, influencer, lifestyle, mainstream, tech and street culture based markets - Identified and seeded products to key tastemakers and influencers across specific vertical markets - Wrote and distributed news releases, pitches, award nominations and other PR Materials on behalf of clients - Facilitated 75+ media appointments across trade shows, media desk-sides and activations annually - Updated social media sites on behalf of clients - Created reports summarizing media coverage, outreach and events - Established and maintained strong relationships with clients - Monitored PR success through monthly coverage reports - Provided client service administration support

Assistant Account Executive

2014 – 2015

- Ability to lead and assist media relations programs for Action Sports brands and Material Handling clients - Identify, plan, design, and execute media relations programs to build brand awareness and maintain a strong media presence - Create short term and long term strategies for Public Relations campaigns to strategically align with marketing and sales efforts - Facilitate interview opportunities - Planned and executed monthly promotional send outs to media, influencers and bloggers for testing and product reviews - Photograph or create digital assets for select Public Relations campaigns - Assist in crisis communication workshops as a videographer

Account Coordinator

2014 – 2014

- Proof news releases, plans and pitches - Write and distribute news releases and pitches - Assist on media events, trade show campaigns and press tours - Update SNS sites on behalf of clients - Create reports summarizing media coverage, outreach and events - Establish and maintain strong relationships with clients and media contacts - Monitor PR through creating coverage reports

Bachelor of Arts (B.A.)

Sandlot Times Welcomes Manny Santiago

Over the course of a year, I worked diligently to secure a sponsorship deal with Manny Santiago for Sandlot Times. As an Olympian and respected veteran in the endemic market, Manny Santiago brought new awareness and loyal supporters to the brand. As a result of our press release announcement and social media push, we were able to sell through his first pro model within three days.

Rolling Away

From 2020 to 2023 I photographed and recorded Ryan Sheckler for his Red Bull LIFER video part. As a result, my photos and video footage were utilized in the Rolling Away documentary featured on ESPN.

Avril Lavigne - 20th anniversary of Let Go

To celebrate the 20th anniversary of Avril Lavigne's "Let Go" album, I worked closely with her camp to design, conceptualize, produce and fulfill skateboards in collaboration with Sandlot Times. I had the pleasure of overseeing the process from start to finish and it was an honor to see her holding her skateboard as she received her Hollywood Walk of Fame star.

MURF x SANDLOT TIMES

I had the opportunity to work closely with the MURF team to conceptualize and produce the video edit that accompanied the media relations program and launch. With an endemic skateboarding approach, we blended San Clemente living with an organic skateboarding approach.

Sket One Debuts Greaper

Artist Sket One announced the upcoming limited release of "Greaper." Only available during NTWRK's first-ever Unboxed Festival on the NTWRK app on Feb. 13. "Greaper" arrived as Sket One's first toy produced by IAmRetro.

I had the opportunity to work closely with Sket One on crafting the press release, proactively pitching media, securing PR coverage, and seeding to influential tastemakers and influencers. As a result of our cross collaborative efforts with Sket One, "Greaper" sold out within the first 48 hours.