Bike

Lifestyle

Outdoor

Snow

Surf

Marketing Manager

Marketing & Sales

Boulder, CO
A family-owned house of mountain brands committed to making sustainable performance
products for backcountry skiing, mountaineering, trail running and rock climbing. The
Oberalp Group was founded in 1981 and is headquartered in the Dolomites with a North
American office in Boulder, CO.

Marketing Manager: 2023 - Present

Community Marketing Manager

Marketing Lead

Marketing Specialist

Responsibilities:
•   Develop and implement 360-degree brand building marketing initiatives for all five brands,
which involves managing marketing budgets, athlete teams, events and partnerships, PR
agency and media relations, advertising, as well as B2B and B2C seasonal campaign
development and implementation.
•   Collaborate with brand marketing directors and cross-functional teams to deliver seasonal and
always-on brand campaigns to online and offline channels, assuring global alignment and consistency in brand messaging. Develop and own communication calendars to keep
projects on time.
•   Create direction for North American specific content, utilizing North American athletes for photo and video shoots.
•   Manage and lead North American marketing team, ensuring alignment on brand strategy and goals while providing opportunities for individual growth and learning.


Key Accomplishments:
Commercial Strategy & Development:
•   Contributing member of the strategic Dynafit 2025 project - a cross functional team created
in 2020 and tasked with launching new products into the alpine ski market category and expanding summer business into specialty run accounts.
•   Project objectives included competitor product analysis and positioning, consumer target
analysis, product briefs, marketing and creative direction, omnichannel strategy as well as athlete and event content support.
Athletes:
•   Signed and managed 20+ athletes in the free ski, snowboard, ski mountaineering, trail
running and climbing disciplines who deliver brand awareness and trust to North American
consumers.
•   Launched Dynafit's first ever North American trail running team in 2018 and hosted the first
athlete summit at the Dynafit HQ in Boulder, Colorado. Held a product feedback session with the athletes which influenced future product briefs.
Events:
•   Managed 25+ North American race and consumer events in summer and winter. Notably,
facilitated robust race partnerships with Aspen Ski Co. Resorts, Gnar Runners Ultra Races,
Ultra Trail Chic Chocs, The Wasatch Powderkeg and The Grand Traverse.
•   Managed a national level partnership with the American Alpine Club's Craggin Classic
Series, integrating climbing team athletes for clinics and speaking appearances.
Brand and Partnerships:
•   Secured main endemic brand sponsorship role with several top organizations in the outdoor
industry, including the USA Skimo team, Friends of the Colorado Avalanche Information
Center (CAIC), and the She Jumps Snowpack Scholarship program.
Seasonal Campaign and Content Development:
•   Produced six North American seasonal campaign photoshoots for Salewa and Dynafit,
utilizing assets for national online and offline communication including endemic print media,
social media ad retargeting, in-store point-of-sale, and the North American e-commerce site.
•   Created the first ever North American digital consumer campaign for Salewa which involved
managing campaign ideation, creative direction and funnel strategy.

Mountain Air Sports -	Santa Barbara, CA
A family-owned outdoor retailer in operation since 1975.

Dealer Services Representative

Responsibilities:
•   Oversight of day-to-day store operations including staffing, team sales goals, training of new and current staff, in-house clinic development and education, vendor clinic
management and scheduling, and in-store visual merchandising plans.
•   Demonstrate sales leadership and be a reference to staff and consumers on all products.

Key Accomplishments:
•   Led a store-wide merchandising switch with store owners, focused on bringing in different products to attract a new and younger audience. Ultimately helped an
established retailer of 40+ years phase out a diminishing consumer base which led to sustainable sales growth.
•   Implemented new visual merchandising display program, making the retail floor more
shoppable and navigable for consumers. Resulted in established highlight areas that
were strategically merchandised with best sellers, leading to higher sales volume per
season in these key styles.
•   Helped owners grow their Amazon business and expand overall product registry.

Store Supervisor and Assistant Buyer

Find out detailed information about Michael Casarrubia, Marketing Manager in Boulder, Colorado

Michael Casarrubia: Marketing Manager in Boulder, Colorado

Michael Casarrubia

University of California Santa Barbara

University of California