Marketing Sales

MIKE LYONS

**** ******* *******, *** ******, CA *2069

760-***-**** • **********@*****.***

EXECUTIVE LEADERSHIP / STRATEGIC PLANNING / CROSS-MEDIA PRODUCT ADVERTISING & PROMOTIONS

SUMMARY OF QUALIFICATIONS

Marketing professional with a MBA education and experience gained from positions held at retail, global brands, marketing agencies, digital media and eCommerce companies. More than 20 years of successfully leading consumer and brand marketing within highly competitive categories. Proven record in developing integrated marketing efforts (advertising, retail, events, social, partnerships, etc.) that consistently delivered R.O.I., branding, consumer loyalty and sales. Well practiced in leading cross-functional efforts between sales, marketing, product departments, and outside retail partners to ensure solid communication and flaw execution.

EXPERTISE IN:

Brand Management Go-to-Market Initiatives Product Packaging

Retail Channel Sales Support Brand Content Strategies Digital / Print / Broadcast Advertising SEM/SEO Online Strategies Email / Database Marketing Budget Planning & Management

Media Relations / PR Trade Shows / Special Events Sponsorships / Partnerships

EFFECTIVENESS

Marketing Strategy: Have invested an entire career in building marketing strategies that are based on the core principle that you must understand your audience, and how to creatively and effectively attract, engage and connect with them is critical. I develop strategies that start early with the product innovations and identify the key stories that will be told. Then work with the sales team to align with their needs to build a creative and executable plan. Current success with 2XU; During 18 months at the company we achieved a 113% sales growth; 130% increase in unit sales and maintained a 54% margin to the dealer on products (NPD Retail Tracking Data Dec. 2016)

Brand Building: Worked on both the brand side and as an account executive in two marketing services agencies helping with Fortune 500 clients’ global product launches and branding campaigns – brands ranging from Oakley, 2XU,Taylor Made-adidas, Pepsi, Coca-Cola, Gatorade, P&G, Post Cereals, Sara Lee Foods. Personally led brand communications, delivered measured increases in engagement, product sales and brand loyalty utilizing integrated marketing strategies.

Wholesale Marketing: Showed an innate skill for working directly with retailers to develop marketing programs. Have a personal understanding of the unique challenges with running a retail business (8 years in retail) and worked with key accounts including JCPenney, Dick’s Sporting Goods, Gander Mountain, Sports Authority, Zappos.com, Eastbay.com, and others.

Promotions/Advertising: Exceptionally well rounded with 15 + years of direct experience managing agencies, paid advertising, social media, PR, entertainment tie-ins, sponsorships, media partnerships, and cause-related marketing. Experienced in negotiating and managing promotions, sponsorships and marketing programs with sports properties including NFL, NBA, MLB, NHL and MLS. Accredited by Brandweek for creating first-of-the-kind CPG private label entertainment promotion with A&P Stores / Warner Bros Studios.

PROFESSIONAL EXPERIENCE

U.S. Director of Marketing

2XU, Carlsbad, CA 2015 – Current

Recruited to lead market share and brand growth in North America for Australian performance athletic apparel company.

Most senior marketing position in the U.S. reporting directly to the CMO in Australia and having responsibility for all budgeting, demand creation (online, retail, wholesale), Go-to-Market strategies & implementation, POP/Displays, advertising planning/buying, sponsorships, trade marketing, directing agencies and managing staff (and wearing many hats!)

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.

Supported the marketing and growth strategies for 2XU.com direct to customer business; SEO, SEM, social media advertising & remarketing, referring content strategies and bi-weekly emails (product selection, promotions, creative direction).

Supported the launch of a new website platform and traffic driving efforts. Increased YoY growth of Cyber Monday and Holiday period online sales by more than 300%.

Launched grand opening of 2XU brand stores in Southern California market.

Managed national partnerships / sponsorships including U.S. Ski Team, USA Triathlon, USPTA, and Ironman

Led all stages of creating promotions; developed product concepts, marketing plans and sales/display promotions

Marketing Manager

Oakley, Foothill Ranch, CA 2013 – 2015

Hired to lead the global marketing for the tactical/military product group within Oakley. Division annual sales are $98 MM and position is the leadership marketing role reporting directly into the Sr. Vice President.

Responsibilities included developing the marketing strategy and leading the execution of brand communications, advertising, social media, digital content, sports marketing, trade marketing, sponsorships, PR, and online content 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 all global and domestic channels (retail, Ecommerce, wholesale) for the military group.

Worked continuous with product development team; developed a two-year product road map, and established Go-to-Market plans for three major product releases annually encompassing more than 180 SKUs .

Introduced multiple PR events for the group supporting new product launches which garnered greater brand awareness through media placements.

Was the first division at Oakley to introduce the Prizm lens technology. Highest profile product innovation for Oakley in the last 10 years. Developed a complete product introduction plan including exclusive media partnership with top publisher, hosting a private press day, advanced seeding with world’s top athletes, synchronized display, social and blog website campaigns. Launched garnered massive media exposure and increased visitors to the site by 40% during the launch.

Introduced first SEM plan for the division; achieved a ROI of 986% generating an additional $3.8 M in online sales.

Marketing Consultant

Pride Marketing Group, San Marcos, CA 2010 – 2013

Specializing in aiding clients to quickly advance in competitive fields with branding, audience development, integrated marketing, digital marketing, SEO / SEM, product content strategies, and media partnerships.

Skilled at identifying business needs and personally leading the efforts needed to make the greatest impact.

Provided business development support for athletic apparel company. Created new niche’ for products within action sports, expanded team sports focus and secured strategic partnership with multiple organizations/leagues.

Developed go-to-market strategies for natural made sunscreen products to reach sports audience; achieved product endorsement from professional lifeguard associations, extensive endemic media exposure, and connection to core audience.

Hired to direct all consumer advertising and marketing efforts for life-style themed ecommerce retailer. Increased over-all traffic to the site from organic SERP, from referring sites, developed content build out plan, supported a complete website face lift, and managed all digital assets. Worked closely with product managers, purchasing and sales to ensure products were marketed across all digital assets (banner ads, site home page, social media, email sends, mobile application, and internet PR efforts) effectively and supported inventory turns, and maximum margin contribution.

Director Consumer Marketing

Bonnier Corporation, Transworld Media, Carlsbad, CA 2004 – 2010

Promoted three times during six-year tenure with online & print media company ($33 M annual revenue).

Set marketing strategy, 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 each brand.

Led efforts to develop new business opportunities in the midst of 2008 recession as the director at TransWorld Media. Generated 64% growth (added $1.1 MM to company bottom line) despite an industry average decline in business of -15%.

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

Led all strategies for growing a highly engaged youth consumer base; grew audience by 36% to 520,000 subscribers.

Executed 86 events annually including high-profile events with the NBC Dew Tour, ESPN X Games, and Red Bull Awards.

Negotiated all vendor programs, led focus groups, annual trade shows and creation of budgets.

Developed co-branded product items with Fox, Thor, Sanuk, AXO, O’Neil, and others.

Early leader in establishing “cross-over” within action sports – led Alpinestars MX program to Zumiez in 2004.

Oversaw annual film production; budgeting, P&L, packaging, distribution and sales (60,000+ units annually)

Established a growth plan for the email database (total audience of 360,000) and increased open-rates by 7%

Directed key-account retailer co-op promotions with Zumiez, CCS, Swell, Journeys, Dan’s Comp, and others.

Promotional Marketing Manager

Upper Deck Sports Marketing, LLC, Carlsbad, CA 2002 – 2003

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.

Director of Marketing

Power Horse Energy Drink, Glendale, CA 2001 – 2002

Oversaw all strategic planning and brand communications for the launch of Austrian energy drink products in North America including directing product packaging, POS development, account promotions, sports marketing, advertising, sponsorships, public relations, and event marketing.

Position focused on developing key strategies in stimulating consumer demand from youth & life-style audience, expanding market penetration and taking market share from product category leader, Red Bull.

Opened three business units: Los Angeles, Miami and New York and hired 17 staff members.

Held 163 account field promotions within first 120 days to stimulate customer sampling and drive account sales.

Executed 12-month marketing and media plans and managed every dollar of paid advertising and marketing budget.

PROFESSIONAL EXPERIENCE PRIOR TO 2001:

Western Region Marketing Director for Sega GameWorks Bar & Restaurants, Glendale, CA

Senior Account Executive Gable Group (Marketing Services Firm), San Diego, CA

Retail Account Executive Aspen Marketing (Marketing Services Firm), Ontario, CA

EDUCATION

Master’s Degree in Business Management, University of Phoenix

Bachelor of Arts, California State University Long Beach

AFFILIATIONS/ SPECIAL TRAINING AND SKILLS

Nielsen Studies, IEG Sponsorship Workshop, Omniture, Google Analytics, Facebook Insights, Listrak CRM, Basecamp, Member American Marketing Association, Director AMA Collegiate Affairs, Tony Robbins, Max Sacs, Brian Tracy and C.W. Metcalf seminars.

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