Mike Wilson


I am a seasoned marketing leader with extensive experience in the premium brand cycling and outdoor sports space. I have broad and in-depth knowledge of developing go to market strategies with result management, and sales/distribution channel support. Additionally, I am well versed in managing sports marketing - from experiential beginner to professional/team endorsements and matching marketing activations across these channels.

• Brand Positioning • New Product Launches
• Complex Project Leadership • Complex Budget Forecast & Tracking
• Digital Marketing Results • Excellent Communication/Presentation Skills
• ROI & KPI Focused • Focus Grouping, Market Research and Analysis

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’s needs and providing un-matched 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.