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Lifestyle / active sports

Fractional CMO | VP Marketing | Marketing Consulting

Specialist & Consultant

FRACTIONAL CMO | BRAND BUILDER | CREATIVE LEADER | PROBLEM SOLVER

I help small- to mid-sized product companies grow by leading marketing teams, developing breakthrough strategies, and crafting standout storytelling.

Top-Brand Experience:  
Unilever, Callaway Golf, Taylormade-Adidas, Easton, plus dozens of consulting engagements. 

I am a player's coach & achieve success through:

•	Passion & Inspiration
•	Playing up Strengths
•	Clear Goals & Execution Plans
•	Breakthrough Creative
•	Integrated Marketing Plans
•	Simple Processes
•	Over-communication
•	Growth Mindset
•	Consumer First Focus

**MESSAGE me and we'll set up a FREE discovery consultation call**

Let's start climbing together!  

#OpenToFractional

Recruited to lead the GTM (Go-To-Market) team in assisting small to mid-cap clients in a wide variety of industries by developing their corporate strategy, brand positioning, research needs, organizational design, and Marketing activation plans for growth.  

•	Sporting goods (United Sports Brands, LA Golf Partners, Foss Swim Schools)
•	Retail Software / SAAS (Xenia POS, DRB, UpShop)
•	Education (Right at School, Excelligence, EPI)
•	Apparel (Morilee, SAXX, HalloweenCostumes.com)
•	Military Protective (Revision)
•	Home Network Connectivity (Suttle)
•	Industrial Lighting (ALW)
•	Stationary & Gifts (Gartner Studios)
•	Floral Wholesale (Kennicott Bros)
•	Financial Services (Stretto, Coinstar, eCapital)
•	Medical (Jefferson Dental)
•	Agency (On Board Experiential - OBE)
•	Material Suppliers (Creative Mines)
•	Environmental Services (ERC)
•	Food & Beverage (Lief Labs, L-Nutra)
•	Automotive (Hertrich, Mullen)
•	DTC (Kitty Poo Club)
•	Construction (Gregory Industries)
•	Contract Development & Manufacturing (Swiss American)

Principal, GTM Team

I provide full-time CMO-level strategy, leadership, and guidance at a fraction of the full-time cost. 
In addition, I offer separate project-based Marketing Consulting services.

fCMO STRATEGY & LEADERSHIP
•	Growth-minded, experienced marketing leadership & mentoring
•	Simple & effective strategic marketing frameworks
•	Drive momentum & more predictable results over time
•	Assumes all CMO responsibilities to free your time
•	Insightful expertise to elevate marketing & develop your team
•	Flexibility to evolve over time based upon your needs
•	Simple monthly fee with no bonus, 401k, or benefit costs

OTHER MARKETING CONSULTING SERVICES
•	Brand & Product Positioning
•	Customer Journey Exercise
•	Strategic Growth Planning (GO-Grow certified facilitator)
•	Market Research Projects
•	Other: Temporary engagements, events, brainstorming workshops, product development, etc

**Reach out for a Free consultation to see how I can help make the climb to growth a lot easier**

Fractional CMO | Marketing Consultant

Created and launched a direct-to-consumer, full-spectrum CBD company, which ultimately was sold to a major CBD company as a complementary product in their portfolio. Passion/side-project during the pandemic. Incredible learning experience building a brand from scratch, wearing many hats, and rounding out DTC / Digital Stack skill set. 

•	Drove all aspects of e-commerce from Shopify site creation, to blog content, to promotions
•	Grew database and executed email marketing platform (Klaviyo)
•	Crafted social media platforms and leveraged affiliate marketing to drive revenue
•	Created brand positioning (Find Your Chill) and executed all photography & creative content
•	Coordinated product supply, packaging, fulfillment, and customer service

Founder | CEO

Fractional CMO (fCMO) role to professionalize the Marketing for this $9M electric bikes retailer with two brick & mortar shops in Southern California as well as direct-to-consumer (DTC) e-commerce nationally. Primary responsibilities included:

•	Content calendar
•	Promotions
•	Database email marketing
• Copywriting (blogs, emails, website content)
• Google Ads management
• Social Media marketing (paid & organic)
• Search Engine Optimization (SEO)
• Point-person for all external Marketing vendors
• Market research
• Brand positioning
• Design and creative
• Shopify ecommerce platform
• Video content
• Marketing Development Funds (MDF) Coop
• Marketing Scorecard

Fractional Chief Marketing Officer | Strategic Advisor

Recruited to lead the multi-category, global Product Creation, Sports Marketing, and Brand Marketing teams at Easton Baseball & Softball. 

Initiated a new product development strategy process to ensure consumer insights were leveraged, cost targets were hit, and products flowed through the “innovation road” on time.   Product catalog of over 3,000 skus from hard goods, to soft goods, to licensed products. Re-organized Product, Development, and Design department to ensure performance.

Navigated the product development and launch planning through a difficult bat performance rule change from USA Baseball culminating with the highly successful launch of the BeastX and GhostX product lines.   

Crafted a go-to-market planning process and rolling 9 month calendar to better ensure launch success.    Tactics included:   Little League World Series event management, national roaming Hit Lab experience, NCAA product launch activation, MLB player seeding, player/team contracts, website SEO, digital optimization, CRM, e-commerce growth, and increased Social Media following.  

Created the Easton Brand Playbook that identified the target audience, key insight, differentiator, and overall brand positioning to more effectively craft the tone of all Easton communications; including over 100 videos. Utilized this work to decorate the new HQ building with brand inspiration that was very well received by visitors to our on-site Hit Lab.

Vice President of Marketing (Product, Brand, Sport)

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.


Senior Director, Accessories 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, 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 Hawk 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.

Senior Director, Woods & Golf Ball Brand Development

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.

Senior Director, Odyssey Putters & Golf Ball Brand Development

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.

Director, Top-Flite, Ben Hogan Brand Development

Promoted to lead the Brand Development team for the $250MM Snuggle fabric softener business in the creation of new products and overall Brand positioning, driving planning for all marketing activation.

Led global product innovation for US and Europe – concepts, formulation, communications, and retail strategy for new product lines.   Products combined for launch year revenues over $67MM and increased brand share by 2 points, taken directly from key competitor. 

Developed creation of new graphics, structure, and pack copy to better communicate positioning and increase shelf awareness.   The new visual direction was preferred by 87% of consumers in testing.

Wrote the new positioning brand key, the document that informs all products and communications, and led agencies in the creation of communication and promotional activation plans.

Organized and led a team building event in NYC for the laundry category affectionately named, “LaundryPalooza.” Included team building exercises, brand presentations, and fun videos.

Senior Brand Manager, Snuggle

Find out detailed information about Paul English, Fractional CMO | VP Marketing | Marketing Consulting in San Diego Metropolitan Area, CA

Paul English: Fractional CMO | VP Marketing | Marketing Consulting in San Diego Metropolitan Area, CA

Paul English