Dive

Creative Agencies

Fashion

Fishing

Lifestyle

Music

Outdoor

Skate

Snow

Streetwear

Surf

Tech

Music / art / counter culture

Integrated Marketing Leader | Driving Brand Growth through Creativity, Strategy, and Authentic Storytelling | Outdoor Lifestyle and Action Sports Specialist

As an integrated marketing leader with over 12 years of experience, I thrive at the intersection of strategy, creativity, and execution. My career spans global brand management, product marketing, and campaign ideation across outdoor lifestyle and action sports markets. From steering international go-to-market strategies to delivering authentic storytelling that resonates, I specialize in enhancing brand equity and driving measurable growth.

Currently, as Global Brand Manager at SPY+ Optics, I shape and execute marketing strategies that connect with audiences worldwide, leveraging my expertise in digital, B2B/B2C, and experiential marketing. Previously, I founded Tern Creative Agency, where I helped niche outdoor brands craft authentic messaging and scale their market presence. My background also includes directing marketing and content for BD Outdoors Media and leading campaigns for Nixon during its transformative growth years.

I’m passionate about creative storytelling, blending cultural insight with a strong sense of design and functionality. My approach combines data-driven strategy with an eye for aesthetics, ensuring every touchpoint amplifies brand personality and drives customer loyalty.

Whether leading cross-functional teams, crafting campaigns, or collaborating on product development, I’m dedicated to building brands that inspire and connect.

To note I love all things Saltwater.

• Develop and managed global GO-TO-MARKET calendars to bring products and campaigns to life, based on product availability, retail and distributor sell in opportunities, inventory, product market opportunities.
• Led branding initiative and day-to-day brand voice across all marketing asset production and communication points.
• Lead marketing efforts to garner commercial attention and identify new opportunities, while curating the brand marketing efforts multi-departmentally across B2B, B2C, Social, Email, Advertorial and PR efforts. Resulting in brand profitability.
• Define and communicate clear brand strategies on a global level through continual GTM updates, Sales Meetings and Director brand alignment globally.
• Manage and operated Marketing and Creative Budget, while continually acclimating OPEX performance.
• Conceptualize content direction with the Creative Department, overseeing complete content development from ideation to go-to-market.
• This position reports to the President of Bollé Brands North America and is based at our Carlsbad, California headquarters.

Global Brand Manager

• BRAND DEVELOPMENT; Crafted and executed brand strategies to streamline Go-To-Market timing, market insights, and product campaign alignment. Drove sales engagement and optimized funnels through strategic content interactions.
• CREATIVE DIRECTION/ PRODUCTION; Led creative direction and production across all platforms—websites, social, B2C, B2B, email, print, and digital. Specialized in niche markets like adventure travel and saltwater pursuits, managing teams, business operations, and budgets.
• FOUNDATIONAL DEVELOPMENT; Developed core positioning materials to systematize future efforts for employees, retail partners, and affiliates, enabling scalable growth. Projects included POS, sales support, catalogs, and trade show assets.

Founder

• BUSINESS DEVELOPMENT; Pitched and developed new client partnerships and content ideas. Expanded BDO’s portfolio by creating new client category channels, generating untapped revenue. Secured the largest client contract of $300K in 2022.
• CLIENT STRATEGIST; Developed client strategies and integrations based on goals and budgets. Maximized brand partnership profitability while ensuring premium asset delivery. Led a multifaceted approach to brand/partner integration, meeting traditional media needs and serving as a creative resource.
• CONTENT/ SITE MANAGEMENT; Implemented seasonal go-to-market editorial plan as Publisher and Editor. Increased editorial cadence from bi-weekly to daily. Collaborated with the Technology Director and developers to enhance the site’s UX/UI on Word-press, wire-framing and relaunching the site. Managed in-house team and contributing writers.
• AUTHENTICITY & CREATIVE DIRECTION; Oversaw content development and accuracy to engage media channels and angling communities. Served as the brand’s expert on West Coast saltwater fishing.

MARKETING & CONTENT DIRECTOR

• STRATEGIC PLANNING: Developed and implemented trade marketing strategies tailored to key retail partners, aligning with brand goals and sales objectives.
• RETAIL ACTIVATIONS: Designed and executed in-store promotions, product displays, and merchandising solutions to optimize shelf presence and customer engagement.
EVENT STRATEGY: Organized trade shows, retailer trainings, and community events to build relationships with key accounts and showcase the brand’s story.
• BUDGET MANAGEMENT: Oversaw trade marketing budget, balancing cost efficiency with creative execution to maximize impact.
• INFLUENCER MANAGEMENT: Oversaw influencer partnerships and brand alignment specific to the Outdoor Channel.

Trade Marketing Manager

• CONTENT MANAGEMENT; Create, concept, ideate, produce and distribute brand and product content based on go-to-market planning, seasonal needs, and budget for National and International Marketing endeavors. Activate content through multi-channel distribution via digital, e-comm, social media, and paid/ earned/ owned platforms to fortify brand culture, PR, and launch campaigns.
• MEDIA MANAGEMENT; Manage partnerships, purchasing, asset trafficking, and budgets based on the fiscal calendar, specific to the NIXON outdoor channels. Negotiated media placement and spending in paid digital, social, out-of-home, and print media.
• EXPERIENTIAL MARKETING; Planned and curated brand event activations to elevate brand equity through tangible experience storytelling around seasonal product launches, sales efforts, and branding needs on a National and International level focused on brand, B2B, and B2C business. Budget range from modest regional activation to multi-territory International events.
• PRODUCT DEVELOPMENT; Consult in the product development cycle for in-line products and capsule collections, serving as the in-house voice of authenticity to ensure the product is geared and functionally designed for the consumer segment and on-brand for the action sports and outdoor market.
• TALENT MANAGEMENT; Secured and negotiated terms and contracts for a multi-channel talent roster of endorsement within art, board-sport personalities, and more.

Brand Manager

Find out detailed information about Michel Murciano, Integrated Marketing Leader | Driving Brand Growth through Creativity, Strategy, and Authentic Storytelling | Outdoor Lifestyle and Action Sports Specialist in San Diego, California

Michel Murciano: Integrated Marketing Leader | Driving Brand Growth through Creativity, Strategy, and Authentic Storytelling | Outdoor Lifestyle and Action Sports Specialist in San Diego, California