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Sales & Marketing Director

Marketing & Sales

As a seasoned marketing and sales leader with 15+ years of experience, I have driven transformational business impact for leading brands in the action sports and tourism sectors, including Nike, Vail Resorts, POW Gloves, Rusty, and Arnette. My extensive background includes executing innovative, data-driven omnichannel marketing plans as well as strategic sales and go-to-market strategies, all aimed at maximizing ROI, engagement, and revenue growth. I excel in driving customer-centric marketing plans, brand messaging, multichannel campaigns, and retail and distributor partnerships to drive sales across local and global wholesale markets. With a deep understanding of marketing and brand strategy, I implement impactful enterprise marketing strategies supported by clearly defined and inspiring brand narratives. On the sales front, I excel in driving new business development, market penetration, product portfolio expansion, and strategic account management. I am also passionate about cultivating robust client and account relationships and building high-performing teams that thrive in fast-changing market environments. My strong people-centric leadership style enables me to lead teams through business development, market penetration, and product launch initiatives across multiple verticals. Career Highlights: •	Acquired new clients at Mint Tours (resulting in a 20%+ annual revenue increase) while establishing brand partnerships with Dakine, Salomon, Mizu, Tactics, Ikon Pass, SkiBig3, Slush Magazine, and Baldface. •	Developed a go-to-market strategy, created all marketing and advertising materials, and launched the multi-platform 'All Day Everyday' brand campaign at POW Snowboarding, surpassing revenue targets by 15%. •	Created a strategic marketing campaign and global communications plan for Mount Hotham Skiing Company (MHSC), exceeding the company’s annual revenue targets of $8M by 10%. •	Spearheaded efforts to secure Audi as the naming rights sponsor for MHSC, overseeing contract negotiations that resulted in a $200K annual partnership agreement being extended for 4+ years. •	Oversaw $100M in key Nike product categories for the Pacific marketplace at Nike, developing marketing and distribution strategies via channel segmentation to meet and exceed category growth objectives. •	Managed $20M in gross sales across key accounts at Globe International, including Boardriders, Surf Dive 'n' Ski, City Beach, Ozmosis, Myer, and Amazon.

•	Lead sales and marketing efforts, overseeing brand development and communication strategies, which contributed to securing $10M in annual bookings.

•	Work with key partners and distributors to execute high-impact brand activation events, creating memorable customer experiences and strengthening brand presence.

•	Oversaw sales and marketing efforts focusing on North America and Canada, including building out and managing brand integrations and partnerships for snowboarding tours.

•	Drove a comprehensive revamp of the company website, significantly increasing visitor traffic and enhancing online engagement.

•	Drove global marketing and brand strategy, orchestrating campaigns across multiple international markets (including North America, Europe, and the Asia-Pacific).

•	Executed omnichannel brand/product marketing initiatives, including data-driven digital campaigns, content marketing, SEO, social media management, influencer outreach, email marketing, and print campaigns.

•	Achieved a 44% increase in social media following within a year by implementing online communication strategies, overseeing website management, site launches, and engaging product campaigns.

•	Led all public relations activities by crafting and distributing press releases, securing product reviews, and building relationships with editors and industry publications.

•	Fostered and managed strategic sponsorships, such as the seasonal collaboration with Mt. Baker Ski Area to create a unique product line for retail and promote the Legendary Bank Slalom event.

•	Collaborated with the VP of Sales to set and achieve sales targets, effectively selling seasonal product ranges into key accounts and driving revenue growth.

•	Directed the Global Athlete team, establishing strong relationships with brand ambassadors and key industry influencers to secure endorsements, generate engaging content, and enhance brand engagement.

Marketing Director

•	Directed all marketing, branding, and media relations functions, overseeing a $1.2M budget while recruiting, training, and leading a team of 4.

•	Led innovative omnichannel marketing campaigns as well as critical brand partnerships and activations.

•	Guided the digital marketing team in executing data-driven campaigns, content marketing, SEO, social media strategies, influencer collaborations, and email marketing.

•	Boosted annual season pass sales by implementing ticket campaigns that attracted new customers and retained existing ones.

•	Championed global marketing initiatives for the Audi Q7 model rollout in the southern hemisphere.

•	Transformed and enhanced the seasonal Hotham Magazine and all associated marketing materials for the 2016 season.


Marketing Manager

•	Attained seasonal and annual financial goals by strategically planning merchandise assortments, setting competitive pricing, and overseeing brand promotions for Men’s & Women’s Sportswear, Nike SB, Jordan, and Young Athletes.


Brand Merchant, Merchandising

•	Oversaw budget allocations, net sales, margin objectives, and brand merchandise selections to ensure optimal financial performance and strategic alignment with business goals.

•	Achieved a 40% growth in Globe’s apparel and accessories categories for 3 consecutive years by collaborating with the marketing team to implement a comprehensive sales and marketing strategy.

•	Executed Globe’s global benchmarked brand and product nights, delivering training to key clients on new products, presenting key messaging, and introducing new seasonal POS materials and sales incentives.

•	Recruited, onboarded, and managed a 14-person sales team, consisting of independent and in-house agents, ensuring effective training and supervision to maximize sales performance and team cohesion.

•	Launched the Good stock apparel category, successfully entering the denim/bottoms market to expand Globe’s market share and drive increased revenue.

Sales Director

Senior Sales Rep

Find out detailed information about Michael Belfrage, Sales & Marketing Director in San Clemente, California

Michael Belfrage: Sales & Marketing Director in San Clemente, California

Michael Belfrage