Bike

Fishing

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Moto & Powersports

Outdoor

Skate

Snow

Surf

Triathlon

Health & Fitness

Developing people and businesses to achieve their goals.

Turning ideas into business results.

Designing organizations for sustainable growth.

Building international networks.

Founder

Executive

Founder at Bottle Rocket Advisors - Helping companies grow sales, improve profitability, and scale up. 

As Co-founder/President of a start up company, executive officer of a $1 billion market cap company, global strategy officer, VP marketing, public company CFO, and board member I faced many unique challenges and opportunities.  Along the way, I saw that companies often struggle due to issues within their strategy, culture, or execution.  I started Bottle Rocket Advisors to help address those challenges.  I bring an experienced outsider's perspective, an insider's operational awareness, and an owner's sense of urgency to everything I do. The Bottle Rocket mission is to help clients grow sales, improve profitability, and scale up by leveraging my 20 years of experience in consumer goods and my network.  


I reshaped corporate and brand strategy to amplify profitable growth. The strategic shift delivered a sharper focus in sales, marketing, sourcing, and innovation.  In the first five years under the new strategy, overall company sales grew at 2X the prior rate and profit grew even faster than that.  I also initiated and led a global brand assessment of WD-40 leading to the launch of WD-40 Specialist, WD-40 BIKE, and WD-40 Motorbike - the first-ever extensions of the iconic WD-40 brand. 

EVP - Strategic Development

Aimed at specialty retail, I set up WD-40 BIKE as an internally-funded start-up company with a purpose-built line of products and separate support functions and and a high-touch event oriented marketing program. We reached 3,500 stores in the US and 19 countries.  


President / Co-Founder

As CFO of this $1 billion public company, I transformed the global financial function, integrated acquisitions, refinanced debt, integrated a new ERP system, and built relationships with the investment community.   

EVP - Chief Financial Officer

I led the team in designing and executing effective marketing programs that achieved double digit annual growth rates across North, Central and South America, and also all-time record consumption in the biggest market. 

VP Marketing - Americas

Michael Irwin is a Founder at Bottle Rocket Advisors in san diego, CA. View their experience, skills and work history on Malakye — the professional network…

Michael Irwin — Founder at Bottle Rocket Advisors

Michael Irwin

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Education history

San Diego State University

Southern Methodist University

University of San DIego