Mike Schneider
BRAND DIRECTOR & MARKETING LEADER · Cardiff Snowcraft
Salt Lake City Metropolitan Area
In My Own Words
Innovative senior marketing leader with over 20 years of experience in building brands. Focused on developing customer-led, transformational brand-building strategies driven by sales and profit growth. Specializes in creating collaborative relationships between brands and developing programs that connect with consumers.
As a results-oriented marketing executive, I have led global and national teams and cross-functional departments. I possess specialized knowledge in Sports, Culture, Athletes, and Event Marketing. My expertise spans brand-building, brand equity development, strategic roadmap execution, sales management, trade shows, content creation, copywriting, photography, and social media marketing. I excel in defining, measuring, and managing marketing KPIs.
I bring an analytical and technology-led mindset to conceptualize creative brand, product, and go-to-market strategies that disrupt traditional views. A strategic visionary and authentic marketing innovator with strong executive and change management skills. Fluent in Spanish and English.
Work Experience
Brand Consultant
Black Diamond Equipment2019 – 2024
Social Media, Copywriting, Content and Brand Strategy w/ focus on the Black Diamond Snow Category
Director of Marketing and Retail
Sundance Mountain Resort2014 – 2018
Sundance was founded in 1969 by Robert Redford. Sundance has been recognized among the top resorts in the world by Forbes, Conde Nast Traveler and Travel + Leisure Magazines to name a few.
Sundance has over 6000 acres of protected wilderness area and is home to world class skiing, snowboarding, mountain biking and fly fishing as well as art, outdoor theatre and music to world class lodging and dining.
Founder - Surface Skis
Surface Skis2004 – 2017
Founded in 2004 in the Wasatch Mountain of Utah by Mike and Lisa Schneider with nothing more than an idea and a few hundred bucks (seriously) - Surface is family owned snow ski and winter lifestyle brand with distribution in North America, Japan, Central Europe, South America and New Zealand.
In those years, I grew that brand from 24 pairs of skis sold to over 6000 at its high point. Met many amazing people, self-taught global trade, trade show management, line plan management, creative direction, offshore product sourcing, domestic product sourcing etc.
