Mike Fitzgerald

Culture Category Manager

2022 – 2023

Form liaisons with globally renowned licensors and iconic brands in diverse sectors to create strategic alliances and extend market presence. Introduce gaming and anime genres as new revenue streams, leading to high-potential growth opportunities and aligning with consumer preferences for sustainable and reliable products. Execute go-to-market plans, royalty structures, and performance analysis, while employing customer-centric strategies for fanbase engagement and retail expansion. Monitor digital data metrics and ensure prompt advance payments in adherence to minimum guarantees and accurate quarterly royalty reporting. Direct entire contract lifecycle and navigated renewal negotiations. Collaborate effectively with eCOMM Team for initial product order quantity forecast and inventory management. Conduct thorough analysis of sales targets, production timeline, and comprehensive understanding of Igloo's Culture category dynamics. Leverage media to organically grow Instagram following, refine engagement strategies, and increase digital footprint." ● Amplified social media campaigns and product visibility by establishing influencer partnerships and reaching out directly to brand ambassadors along with overseeing digital asset creation and storytelling. " ● Improved product launch's digital visibility with teams through effective social media campaigns." ● Enhanced product awareness and managed digital content creation for Igloo's Culture Category Omni Channel seasonal offerings to increase market visibility." ● Collaborated strategically with Sales Reps and eCommerce Teams to fortify Retail Partnerships by targeting both Mass and Specialty levels for sustained growth." ● Elevated in-store engagement and sales potential via logistical planning for Igloo's annual 'Skate Shop Day', delivering 1000+ tailor-made Igloo Playmates to core skate shops across nation. " ● Optimized consumer engagement via marketing campaigns during key sales cycles and product launches. " ● Developed and expanded Igloo's 'Culture' category by playing vital role in generating $26M in annual licensing revenue."

Manager Brand Partnerships

2021 – 2022

Ensured efficient product deliveries and internal team communication via proficient account management. Cultivated annual sales blueprints and brand marketing strategies with executive leadership. Fostered communication among creative/execution teams, developed award-winning presentations/client proposals, and delivered impactful pitches to attract new clients and prospective lead attention. Steered presentation of partnership opportunities and creative ideas to executive leadership, contributing to sales, marketing, and brand strategy." ● Played pivotal role in enhancing STARCH Creative's market presence and brand advocacy/profile by pioneering partnerships and negotiating contracts." ● Drove revenue through industry networking and high-value lead insights." ● Facilitated significant sales enhancement by diversifying brand partnerships and exploring business development categories. "

General Manager AND Director of Sales

2016 – 2021

Headed Skate division in supervising client engagement and backend functionalities. Forged relations with high-profile athletes, sports icons, cultural leaders, and global brands, comprising Nike, Adidas, Dickies, Vans, and Red Bull. Pioneered novel approach to traditional sponsorship models, highlighting content creation, global experiential events, product integrations, social media campaigns, and storytelling." ● Boosted audience interaction on digital channels by transitioning Transworld Skateboarding Magazine's market strategy from monthly to bi-monthly premium collectible edition." ● Contributed to $38M in ad revenue across Adventure Sports Network brands by overseeing inter-divisional collaborations and identifying strategic ad campaign opportunities and creative concepts for propelling Transworld Skate title. " ● Led strategic shift that increased active advertisers by 58% between 2016-2020, improving client retention rates."

Sales Manager

2010 – 2015

Steered transformation from print-centric planning to media mix, integrating print, digital, and event channels for high brand reach. Set performance benchmarks through premier account management. " ● Accelerated client visibility in Adventure Sports Network by leveraging tactical media placements from print titles to premier events. " ● Ensured real-time campaign oversight and post-campaign analytics via DFP and social engagement metrics in coordination with digital project managers. "

bachelors