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Managing Director 

Top Management

I’m a seasoned sporting goods marketing leader with extensive experience in the cycling and outdoor premium brand
space. I have broad and in-depth knowledge of developing go-to-market strategies with result management, and
sales/distribution channel support internationally.

I’m deeply passionate, experienced, and knowledgeable in road, gravel, and mountain bike racing/riding with particular specialization in commercial marketing, media/public relations, and sports marketing activations (athletes/teams/events).

My strongest individual skillset (besides management and strategy) is copy and technical writing. I began my sporting goods career as a writer and editor for endemic media; which has translated into established and trusted relationships with cycling in the US and in Europe (activities/publishers/groups/agencies). I have successfully managed brands and product campaigns with both internal PR teams and external PR agencies.

ACHIEVEMENTS:	
Positioning to Win.  Built an effective Go to Market organizational team for a bicycle and motorcycle lifestyle brand. We successfully launched products on time, around the world, and with a keen focus on consumer needs and providing unmatched tools for our distribution partners. Our collective team’s efforts secured category and multi-market growth and received the prestigious Outside Magazine’s “Gear of the Year” Award for Summer 2019.
	
Brand Integration and Transformation. Brand Manager for the America’s for Mavic and Suunto; two premium brands in the Amer Sports portfolio. Both brands were suffering from lackluster sales & product innovations. Successfully integrated the Mavic brand into the AMER Ogden HQ (closing the Massachusetts center) while collaborating with the Amer Portfolio Shared Services Marketing team to begin the elevation transformation of both brands.

Digital Leadership and Execution. As the Americas Brand Manager for Suunto (2015),  I championed the role and expansion of Digital Marketing efforts built on real, measurable KPI’s with measurable sales ROI (direct and through partners).  In Q3/4 2016, I was the America’s partner support for the launch of Mavic Ecom and B2X programs. These and other digital tactics helped deliver effective brand and product messaging to the right consumers and secure their journey to purchase.

Professional Events. Responsible for developing an annual cycling calendar from UCI Pro events to consumer Gran Fondo and IBD/LBS events highlighting key partners. As the North American leader of the Mavic Special Service Course, I was responsible to recruit, execute and digitally amplify all types of quality cycling events. In addition, I’ve led the development and implementation of consumer-direct brand and product messaging through activations onsite and as broadly as Broadcast TV (working with NBC Sports Network, Fox Sports, ESPN, etc.)

Startup. Co-Founder and Brand Director of the helmet and protective gear company (Kali Protectives) that reached $7 million in five years. Our Composite Fusion (full-face in-molding) technology helped drive an industry trend to sell on more than “weight” or aesthetics. 


ELITE is a San Diego-based, sports marketing agency that operates Elite Racing Services, specializing in complex professional and amateur road and gravel racing event support. In addition to racing services, ESM also provides consulting services for endemic communications (PR), product introductions, and event services. Clients include USA Cycling, SRAM, the Sea Otter Classic, Medalist Sports, Larry H. Miller Sports & Entertainment, LOOK Cycle, and Corima Wheels.

Marketing Manager with primary responsibilities including the creation and implementation of a new Go to Market organization. Through my tenure, our team created a “by season” and “by activity” GTM Calendar, Toolbox of resources for distribution partners and a specific menu of marketing programs and services. I also was responsible for all social media strategy, implementation and overall digital tracking. I also created an internal public relations structure for day to day management of endemic public relations (replacing our external agency) and fostering better media relations.



Go to Market Manager

Job Purpose:
•	Primary marketing manager of the brands/categories in the Americas - Mavic.
•	Owns the adaptation and localization as well as implementation and execution of the Global Brand Initiatives.
•	Act as the hub for all aspects of the Go-to-Market marketing mix to ensure complete alignment in the development and execution of marketing programs with an emphasis on: Brand Activation, Consumer Engagement, Concept and Key Initiative execution, Category Marketing Program Implementation, Marketing Toolbox delivery, Demand Creation Collaborate with the Digital, Trade and In-store Excellence Marketing Team as well as with the Tech Reps / Sell Thru Reps / Visual Merchandisers in order to orchestrate a well aligned marketing program.
•	 Key partner to the Regional Commercial Director and/or Commercial Managers in driving the category and commercial Key Business Drivers (KBDs).

Job Mission:
•	Creator of outstanding consumer experiences.


Mavic Brand Manager, Americas

Job Purpose:
•	Primary marketing manager of the brands/categories in the Americas - Suunto & Mavic brands.
•	Owns the adaptation and localization as well as implementation and execution of the Global Brand Initiatives for both brands
•	Act as the hub for all aspects of the Go-to-Market marketing mix to ensure complete alignment in the development and execution of marketing programs with an emphasis on: Brand Activation, Consumer Engagement, Concept and Key Initiative execution, Category Marketing Program Implementation, Marketing Toolbox delivery, Demand Creation Collaborate with the Digital, Trade and In-store Excellence Marketing Team as well as with the Tech Reps / Sell Thru Reps / Visual Merchandisers in order to orchestrate a well aligned marketing program.
•	 Key partner to the Regional Commercial Director and/or Commercial Managers in driving the category and commercial Key Business Drivers (KBDs).


Suunto & Mavic Brand Manager

Holland Cycles (and Bill Holland) have handcrafted bicycles in San Diego since 1976. After beginning a sponsorship relationship with Holland Cycles in 2013, my role expanded to a one-year contract providing marketing and sales management including expansion of the brand into a new showroom, new website, new product introduction (Velonews Road Bike of NAHBS 2014) and general business management consulting.

More about Holland:
Holland Cycles' designs are anatomically fit, purpose built and satisfaction guaranteed. My role since late 2014 has been to 

Founded by legendary frame builder Bill Holland, Holland Cycles is a premiere source of 100% custom, American-crafted titanium, Exogrid and Carbon bicycle frames. Each frame is individually designed and purpose-built for our customer and their exact riding needs.

In addition to custom bike builds, wheel builder Charles Wells is a partner in Holland Cycles who provides exacting advice and precision-built custom wheels. Fitting services are exclusively provided by former professional cyclist Cody Stevenson and industry leading service and repair on all makes and models of road bikes are led by Keven Lee and his team.

Sales and Marketing Director

As a founder and the marketing principal, I led Kali Protectives' brand inception, all marketing activities and oversaw the development and delivery of a fully integrated sales strategy for the business from the go. 

Duties included: 
•Development of the brand strategy.
•Developed the global marketing approach for all products
•Oversaw implementation of the marketing strategy - including campaigns, events, digital marketing, and PR.
•Worked closely with the company’s sales team; enabled them to meet their commercial objectives by providing them with appropriate tools, materials and presentations
•Guided the day to day activities of the marketing team.
•Ensuring that the marketing team implements the marketing objectives.
•Worked closely with the product management team to define marketing materials and programs
•Managed social media presence and direct programs to improve social media reputation and recognition.
•Developed and delivered marketing and communications strategies for the 

Co-Founder, Director of Marketing

Divinity is a San Diego-based sports marketing company dedicated to developing innovative sporting goods brands, products, and events.

Divinity’s core competency is marketing specifically built around the action sports marketplace. We specialize in demographic-specific marketing, art and advertisement creation (brand and campaign), public relations, grassroots actions, copywriting, social media, photo & video services, etc.).

Director of Marketing - Freelance

Business Manager and co-founder of Xsjado, a skate brand that began as a co-operative with Salomon for responsible product development and sales distribution. As a hard goods project in development since 2000, products first arrived on sporting goods dealers shelves in 2003 and sell-through still remains at record levels.

Xsjado is a unique hardcore skating brand featuring the marriage of hard goods' products with an innovative footwear-line. Although delivered to a stagnating industry, the product captured 40% of sales above 200$/E as well as a strong footwear market share. The Xsjado Project was acquired by a European sporting goods conglomerate and management moved to Germany.

Xsjado Brand Co-Founder, Business Manager

Responsible for street skate product marketing, athlete relations and marketing management with intense focus and support of North American, European and Asian subsidiaries.
 
Spent a great deal of my professional career developing the management skills required to fully utilize professional athletes and manage their activities on tour, in competitions and in specific actions designated to promote brands. It was through this hands-on experience that I acquired a great deal of understanding around core youth culture marketing.

International Sports Marketing Manager

Led a team responsible for managing Salomon's relationships with high profile summer and winter events, international and national athletes and celebrity relations / product placement opportunities (Summer and Winter X Games, Dave Matthews Band, Foo Fighters, Bare Naked Ladies, etc.)

Brand Marketing - Entertainment & Product Placement

Managed the editorial department of the original and benchmark street skating magazines. Responsibilities included management of the editorial staff and magazine contributors, plus original feature content creation based on skating culture and professional athlete interaction. This role also relied on inter-department cooperation with all facets of the magazine's production, especially challenging based on location segment production around the world.

In addition to editing all editorial, I regularly contributed major editorial pieces primarily based on international skating events and skate culture. I was also responsible for copy writing for various magazine clients.

Senior Editor

Managed all promotions, marketing activities and national athletes working specifically in Salomon North America's inline skate sporting good line. I traveled thoroughly around the USA managing each specific promotion during the inline skating industries boom era.

Promotions Manager, ILS

Responsible for long-term product quality field evaluations (inline skate sporting goods). Position's physical location rotated seasonally between Annecy, France, Perth, Australia and Miami or San Diego each year.

This position required extensive testing organization, relationships with sporting goods shops that specialized in rentals, on-site evaluation and direct/feedback/dialogue with product development in France, in addition to thorough sporting good product knowledge.

Product Testing Manager, ILS

Responsible for technical product training (inline skate sporting goods) for the Rollerblade sales force in North America during this period (developmental for the company). Trained retailers throughout the United States on the Blade School University tour to help educate specialty retailers with the latest technical and in-depth product training.

National Technical Trainer

Responsible for Sporting Goods Sales Promotions, Athlete Management and Retailer Technical Training for regional sales agency of Rollerblade, Inc. and Reef, Inc. Territory included Alabama, Georgia, Florida, Tennessee and South Carolina. Traveled this region extensively.

Promotions & Retail Training Coordinator

Hardgoods department buyer and manager. I was responsible for booking pre-season and follow-through hardgood and accessories orders. I also worked with regional sales and promotion reps to create specic skate promotions that resuled in record skate sales in the Birmingham, Alabama market.

Buyer

Mike Wilson is a Managing Director at Elite Sports Marketing LLC in San Diego, CA.

Mike Wilson

Mike Wilson

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