Michael Casarrubia: Marketing Manager in Boulder, Colorado

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

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.

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.