Bike

Golf

Creative Agencies

Fashion

Lifestyle

Outdoor

Skate

Snow

Streetwear

Surf

Health & Fitness

Marketing

Product development

Lifestyle / active sports

Principal, GTM Team

**ACTIVELY SEEKING NEW OPPORTUNITIES**

BRAND & PRODUCT OBSESSED / INSPIRING CREATIVE LEADER / LOVE A CHALLENGE

Passionate and creative marketing leader with expertise in growing brands, creating dynamic marketing plans, driving product creation, and building energizing, effective creative. Demonstrated ability to inspire motivated teams through exceptional interpersonal and communication skills. Able to capitalize on market opportunities through keen strategic insight and market research tactics. Range of experience includes directing both market leading and challenger brands in a variety of industries including sporting goods, packaged goods, financial, and consulting services.

Brand & Product Management:
• Brand Positioning and Strategic Planning
• Breakthrough Product Development
• Dynamic Brand Communication
• Digital Marketing & E-Commerce
• Market Research Techniques

Business Leadership:
• Team Leadership and Talent Development
• Profitable P&L Management
• Corporate Vision-Mission-Values
• Sales Strategy and Incentives
• Crisis Management

Recruited to lead the Go-To-Market team in helping small to mid-cap clients in a wide variety of industries
achieve their growth potential via strategic planning, research, product, brand, and marketing execution.
• Highlights for Strategic Planning & Brand Positioning include ALW and Kennicott Bros., with
energized messaging & key strategic initiatives, resulting in turnaround accelerated growth.
• Successful growth projects in a broad range of industries including: apparel, medical, financial
services, industrial supply, military, retail, agency, education, floral, sporting goods, and technology.

Recruited to lead the multi-category, global Product Creation, Sports Marketing, and Brand Marketing
teams at $170MM Easton Baseball & Softball.
• Initiated a new product development process to ensure consumer insights were leveraged, cost targets
hit, quality control leveraged, and 3,000+ products flowed through the “innovation road” on time.
• Crafted a go-to-market planning process and rolling 9-month calendar including social media, digital,
database CRM, sponsorship, grass roots, retail, and creative content to ensure launch success.
• Created the Easton Brand Playbook that identified the target audience, key insight, differentiator, and
overall brand positioning to more effectively craft the tone of Easton communications.
• Navigated a difficult bat performance rule change from USA Baseball, culminating with the highly
successful launches of BeastX and GhostX product lines, leading the industry through the change.
• Directed Sports Marketing team to expand contract focus to professional athletes in addition to the
Little League World Series, NCAA contracts, and other key influencer baseball and softball deals.

Vice President of Marketing

ACCESSORIES DIVISION:
Completely revamped the entire 2015 global Accessories line (over 700 skus). Sell-in increased 40% per door vs. prior year and was lauded as the best product line TaylorMade had ever launched. 

Initiated a new creative process called “Innovation Squads” which utilized cross-functional teams in the product development process. This was used as an innovation model for the rest of the company.

Implemented a new supply strategy that ensured adequate supply on core skus, and limited supply on tertiary skus, which lessened close outs and improved overall margin.

Led product development process through three phase process: Concept, Development, and Launch.

Created marketing plans to support Accessories on a shoestring budget. This included Social Media, Tour Activations, PR, and CRM programs. 

Created the lifestyle headwear line for TaylorMade loyalists off the course. This included a line of heritage hats that celebrated vintage TaylorMade logos, which were worn on the PGA Tour at separate events. 

Spearheaded the partnership with New Era headwear in both Tour Authentic and Lifestyle headwear categories. 

Dramatically improved the culture and performance of the Accessories team by initiating a collaborative process that fostered teamwork, ownership, and a sense of urgency.

GOLF BALL DIVISION
Developed and launched the Lethal Tour golf ball which had the biggest sell-in of any TaylorMade ball in its history. This ball was used to win two Majors on the PGA Tour.

Worked closely with the Operations team to lower COGS by over 20%, growing margin percentage to a point where the company felt comfortable investing in the Ball category.

Led development of integrated marketing plan including: advertising creative, social media, sampling, promotions, PR, and Tour activation.

Senior Director

WOODS/GOLF BALL:
Asked to lead Callaway's most important category, Woods, while continuing to lead the Golf Ball category as well. Led product development, go-to-market strategies, and implementation for 2011 product launches. 

Responsibilities included: Communications, PR, Retail Promotions, Media Planning, Merchandising, Packaging Development, Seeding, CRM, website & digital communication, and Social Media programs. Full P&L responsibility. Reported to VP of Marketing.

RAZR Hawk exceeded forecast pace by 75%.

Generated nearly 300MM PR media impressions for the Woods launch.

Worked closely with ad agency in development of all print, TV, and online advertising communications. 

RAZR Fit product won Golf Digest's Editor's Choice. 

Developed an aggressive Promotional plan for the entire Golf Ball product line, driving sales in preparation for future product launch.

ODYSSEY PUTTERS/GOLF BALL:
Promoted to lead the development and implementation of launch strategies for the Odyssey Putters, Callaway Golf Ball, and Top-Flite Ball categories. Full P&L responsibility. Reported to SVP of Marketing.

Increased Odyssey logo exposure on the PGA Tour by 500%.

Reacted quickly to Phil Mickelson's winning the 2010 Masters with a highly effective Golf Ball TV spot, immediately providing a lift in sales.

Grew Odyssey market share from under 30% to over 35% in my time directing the brand.

Grew Callaway Golf Ball market share by 1.8 points in first year managing the category with a focus on 3 key growth drivers: media, sampling, and promotions.

TOP-FLITE/BEN HOGAN:
Recruited for this position, I achieved success and ignited passion for the struggling Top-Flite brand, which had been in steady decline for 7 straight years. Responsible for all product development and launch activation execution. Full P&L responsibility. Reported directly to the SVP of Marketing.

Stopped share decline through an aggressive repositioning calling for golfers to always go-for-it and to Never Lay Up.

The launch of the D2 golf ball exceeded forecast by 20% and was the most successful launch for Top-Flite in 7 years.

Developed award winning advertising campaign featuring Kenny Mayne from ESPN. 

Motivated the entire company around the new Top-Flite attitude via contests, D2 Man viral videos, and the creation of "Top-Flite Fridays." 

Created a new logo design preferred by 98% of consumers vs prior logo.

Senior Brand Manager

INTERN

Find out detailed information about Paul English, Principal, GTM Team in San Marcos, CA

Paul English: Principal, GTM Team in San Marcos, CA

Paul English

GO INTELLECTUAL CAPITAL (Consulting)

EASTON BASEBALL & SOFTBALL

TAYLORMADE - ADIDAS GOLF

CALLAWAY GOLF

UNILEVER

GATORADE (Propel Fitness Water)

University of Michigan

University of Notre Dame