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Sports marketing

Digital Marketing Director

Digital & Media

Accomplished marketing and business executive with more than 15 years leading brand & product positioning within highly competitive sports and lifestyle categories; creating and executing forward-thinking digital content strategies, and driving quantified e-commerce and multi-channel marketing & sales growth.

Diverse marketing experience acquired and performed while holding positions at retail, two marketing agencies, a sports digital media publisher, multiple global brands and B2B and B2C e-commerce retail websites. 

Proven record of contributing business growth and profitability through analytical measurement, marketing operations, modern marketing techniques, integrated marketing, digital marketing, marketing automation, demand generation, branding, product marketing, content marketing, UX / UI insight experience improvement, test and target and implementation of CRM programs.

Recognized for bringing positive leadership, supporting staff development and overall elevating the quantitative and qualitative elements of each business I had the good fortune to be associated with. 

Specialties: brand management, product P&L, digital content strategies & production, demand creation, audience development, online & digital advertising, analytics application, competitive positioning strategies, website search optimization (SEO), paid search advertising (Google Adwords, Amazon AMS), website merchandising strategies, product development, social media, ambassador & influencer programs, email & database marketing, budgeting, media partnerships, licensing, sales programs, incentive campaigns, community relations, special events, trade shows, POS/ retail merchandising, media relations, PR. 

Leadership marketing role within automotive electronics company. Hired to work directly with executive team and have responsibility to advance the digital marketing efforts for the company. Responsible for delivering on KPIs for lead generation, consumer engagement, SEO, SEM, UX / UI metrics; as well as agency management, strategy development, marketing enterprise growth & deployment, budgeting and business growth. 
•	Redesigned website and created competitive positioning content to improve CRO and provide consumers with “why us” and not solely “what we sell”. Lowered bounce -4.86%, increased time-on-site 22%, conversions from 3.4% to 3.85%.
•	Led direct marketing / email campaigns; performed list hygiene management, deployment and performance review.
•	Managed SEM strategy and paid search channel lead volume for Directed Electronics. Working with our agency, I led improvements for total clicks by 48.3%, lead conversions by 112%, and CPL decreased from $107 to $47.62. 
•	Performed a SEO audit / website traffic “health” report using analytical programs (Google Analytics, Search Console, MOZ, SEMrush, Hotjar, etc.). Worked with IT/web dev team to eliminate site errors, improved mobile & desktop site speeds (fixed 100% of slow URLs), and improved organic traffic source mix contribution from 13.7% to 28.5% Y.O.Y.
•	Managed a content expansion project with vendor to create all site structure /architecture, page functionality, UX/UI design, content and SEO optimization for more than 500 additional URLs to the site. 
•	Directing a digital affiliate lead generation program for the company; overseeing agency management, program strategy, affiliate platform set up, partnership acquisition/management, program performance/analytics and ROI reporting to the executive leadership team.


Recruited to lead the growth initiatives of two health & wellness medical product ecommerce businesses within the company. Company sells thousands of OTC products on LiveWellTesting.com and TestCountry.com. Responsible for delivering on KPIs for website sales, consumer engagement (Live Chat, email, sales lead follow-up, etc.), UX / UI metrics, product margin, inventory turns, overall performance of the business and profit contribution to the company. 
•	Managed a team of merchandiser, business development specialist, social media coordinator and in-house customer service representatives.
•	Established 12-month marketing calendar and led content planning of product campaigns, branding and promotional efforts to be orchestrated across multiple consumer touch points. 
•	Performed industry competitive review and established business positioning, pricing strategies, solidified our value proposition and set marketing efforts to become the “thought leader” in the industry. 
•	Helped research enormous emerging market for at-home DNA / hormone test products. Supported the product development and innovation of HealthConfirm Hormone test. U.S. market is expected to be $15 billion in 2020.


Sr.  Director of Ecommerce

Head marketing position in the U.S. for Australian athletic apparel company; reporting directly to the CMO in Australia and having responsibility for all channels (ecomm, marketplace, retail, wholesale) budgeting, demand creation, Go-to-Market strategies, advertising planning/buying, sponsorships, trade marketing, directing agencies and managing staff.
•	Responsible for the strategic planning, budgeting and creative execution of all display & native advertising and content programs across all channels. Devising strategies and marketing efforts to support database growth, improve SEO & SEM results, social media advertising & remarketing, and referring content strategies. 
•	Established annual direct-marketing calendar. Work directly with the product team to deploy 8 to 10 emails a month featuring key product stories and supporting promotions. Email efforts contribute 22% of the sessions on the site and continually index higher conversation rates than all other traffic sources.
•	Created comprehensive plan for the exclusive online launch of new Recovery Collection. Achieved highest sell-through rate of new product in company 11-year history. Maintained top selling online product for 90 days. 
•	Led all strategy and execution of digital integrated marketing plan to support launch of basketball collection which included, UGC YouTube video campaign, social media, paid advertising and partner retailer sales on Amazon, Dicks.com, Zappos.com and Eastbay.com. Campaign was geo-targeted to 10 DMAs and delivered 25.5 MM impressions, 250K video views and 40K additional MUV. 
•	Supported the launch of a new Demandware website platform - site was launched leading up to peak holiday shopping period. Responsible for all traffic driving efforts and increased YoY growth of Cyber Monday and Holiday period online sales by more than 300%.
•	Perform continual evaluation and measurement to ensure efforts and demand creation strategies are meeting established KPIs. Focus on enhancing the customer journey.

Worked directly with the VP of Sales to develop annual marketing/sales strategies and executions of national wholesale account sales programs (600 stores) ensuring strong sell-in and product sell-through. Contributed to a 6% YoY share growth. 



Director of Marketing, U.S.

Recruited to lead the global marketing for the tactical/military product group within Oakley. Division annual sales are $100 MM and position is the leadership marketing role reporting directly into the Sr. Vice President. Responsibilities included developing the comprehensive marketing strategy, setting and managing $7M marketing budget, personally leading the execution of brand communications, digital advertising, social media, digital content strategies and production, sports marketing, trade marketing, sponsorships, PR, and online strategies.  
•	Position is extremely unique within Oakley in that it has ownership to work with the Global Marketing Team to drive the brand and product marketing across multi channels (Ecommerce, retail, wholesale).
•	Worked continuous with sales and product teams; developed an annual marketing calendar, and established Go-to-Market plans for three major product releases annually encompassing more than 180 SKUs .
•	Introduced multiple digital content / media partnerships events for new product launches (Prizm, Tombstone, Alpha, etc.) which garnered massive awareness, drove high converting referring traffic and SEO benefits through endemic media placements on more than 10 different high ranking websites. 
•	Launched first Google PPC efforts for the division; achieved 986% ROAS, generating an additional $3.8M in sales
•	Responsible for setting online database growth strategies and maintaining active audience of 800,000 members.
•	Achieved 22% YOY growth in total sessions, lowered bounce rates and maintained a conversation rate of 3.5%.
•	Directed sponsored athlete program and internal and external social media activities. 


Marketing Manager

Specializing in aiding clients to quickly advance in competitive fields with partnership marketing, branding, audience development, integrated marketing, digital marketing, SEO / SEM, product content strategies, and media partnerships. 
•	LPGA - Supported sponsorship development for LPGA Southern California Tournament 
•	LOCOX.COM - Directed all marketing efforts for ecommerce life-style product retailer. Increased traffic from organic, direct, paid and referring sites; developed content plan, led a complete website face lift, and managed all digital assets. Worked closely with product team and sales to ensure products were marketed across all assets (banner ads, home page, social media, email, mobile app, and PR efforts) effectively and supported inventory turn and maximum margin contribution. Managed weekly email campaigns to US & International database of more than 200K active consumers. Introduced product video campaign; achieved placement on multiple endemic media sites (3 MM MUV reached). Grew Facebook likes by 239% (within 6 months) and drove consistent engagement.
•	SUNOLOGY SUNSCREEN - Expanded marketing share and brand awareness for CPG natural sunscreen product manufacture. Provided input with website redesign, social media promotions, and email marketing.  Established sponsorships with multiple endemic influencer organizations including; US Lifeguard Association, CSCLA, Corky Carrol Surf Schools, Transworld Surfing,  product placement at the US Open of Surf, etc. 
•	AP PRO APPAREL - Providing business development and strategic marketing support for custom athletic apparel company. Led a website redesign and search optimization strategy that achieved 1st page SERP results for multiple terms. 


Marketing & Business Consultant 

Oversaw activities for 11 staff members, successfully managed $2.5 million marketing and product distribution budget and developed individual marketing plans to grow audience for six action-sports brands within the company.
•	Led all consumer acquisition and retention strategies for six brands across the company. Leveraged the CRM platform and analytics to establish improvement KPIs. Built strategies and tactics to execute across all media touch points including; paid media, email, and social. Efforts led to a growth in subscriber audiences by 36% to 520,000 subscribers and improved LTV amounts by 7%.
•	Conceptualized, developed and produced annual Transworld Motocross “Dirt Days / SLAM” Action Sports Festival 
•	Established longest running partnership program with Red Bull Energy Drink; 5-year deal.  
•	Co-produced TransWorld Motocross and TransWorld Snowboarding Award Shows with FUEL TV
•	Executed 86 events annually including high-profile events with the NBC Dew Tour, ESPN X Games, Red Bull Awards.
•	Negotiated all vendor programs, led focus groups, annual trade shows and creation of budgets. 
•	Oversaw annual film production; budgeting, P&L, packaging, distribution and sales (60,000+ units annually) 
•	Conceived and executed national dealership promotion for Suzuki Motorcycles and the launch of new RMZ bike. Promotion reached 5,000 new bike purchasers and generated additional attention for the bike launch. 
•	Directed key-account retailer co-op promotions with Zumiez, CCS, Swell, Journeys, Dan’s Comp, and others. 


Director of Consumer Marketing 

Recruited to work with professional sports properties (NFL, NBA, MLB, NHL) to lead in developing products and promotions for national and global corporate sponsors.
•	Led all stages of creating promotions; developed product concepts, marketing plans and sales/display promotions for clients to utilize within various channels including mass retail, c-store, FSIs, and Internet. 
•	Managed all client, league, agency interaction and domestic/international product production. Oversaw product P&L and ensured continuous contribution to company profitability. 
•	Fulfilled on a promotion for Post Cereals tying in 2.5 MM boxes, web sites, and limited edition digital downloaded content 
•	Created 75 specific product concepts for corporate clients  - Clients included Kraft, Pepsi, Gatorade, Castrol, GM, and Sony. 


Mike Lyons is a Digital Marketing Director at Consumer Safety Technology in San Marcos, CA.

Mike Lyons

Mike Lyons

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