TIM SWEENEY

Detailed work Experience

PROFILE: Internationally experienced marketing and communications leader from the US who excels at building brand strategy and integrated campaigns across all consumer touch points. Adept at developing compelling storylines that drive brand awareness and amplify product launches. Proven success in athlete branding, PR, social media content, long-form video and live events. Leadership experience in sustainability marketing communications strategy, retail store opening events and sports marketing activations. Culturally savvy, with a track record of leading global teams and collaborating across regions to craft campaigns that connect locally and drive awareness.

STRENGTHS:

• Identifying and amplifying brand, product and personal stories using all marketing channels

• Setting and governing brand tone of voice across all consumer touch points

• Concepting creative advertising and YouTube films

• Developing campaign messaging with product teams

• Creating sustainability marketing and communications strategy

• Integrating internal experts and athletes into brand and product campaigns

• Managing global agency partners

• Overseeing global PR for a $1B outdoor sports brand

• Leading brand and corporate communications within a matrixed organization (Amer Sports Group)

• Building website content for SEO optimization

• Writing ad copy, social media content, scripts, press releases, executive speeches

• Presenting on camera and hosting live events

• Collaborating with athletes, ambassadors and influencers to drive brand awareness

SALOMON SPORTS

Head of Global Brand Storytelling, Global Communications and PR

Annecy, France
April 2016 - May 2024

Oversaw global brand narrative of campaigns, social media content and global PR topics, reporting to Chief Brand Officer. Developed and governed brand tone of voice across all consumer touch points (advertising, social media, CRM, retail) and all business units (ski, footwear, apparel, gear). Responsible for all global PR efforts.

KEY ACHIEVEMENTS:  

•  Spearheaded sustainability-focused marketing and PR strategy, elevating the brand’s sustainability reputation with consumers, media and retailer partners; earned invitations to speak on the topic at industry events

•  Oversaw messaging for global brand relaunch campaign in partnership with external creative agency

•  Mentored category marketing teams in the development of campaigns for outdoor, running, ski, apparel

•  Created, scripted and hosted industry-leading, 10-part sustainability series on YouTube (500K-plus views)

•  Collaborated with creative partners to produce Salomon TV episodes, achieving millions of YouTube views and global film festival selections

•  Launched Salomon.com’s first content platform, driving engagement with product, athlete, employee content 

•  Developed partnership marketing and PR plans with Milano-Cortina 2026 Olympic Committee

•  Led marketing, PR and event plans for retail openings, including Paris Champs-Elysees and Munich

•  Established Salomon’s global PR department—increased global PR coverage for 8 consecutive years by building HQ team, directing PR agencies in 10 countries, and onboarding global communications agency partner

•  Led earned media campaigns and secured placement in top outlets (Wall Street Journal, New York Times, The Guardian); orchestrated global media visits, athlete interviews and launches around major products (Index.01 recyclable running shoe, S/LAB Shift ski binding) and in support of paid media campaigns (Super Bowl 2024)

THE CMO TEAM

Contributing Writer (Freelance)
2014 - Present

  • Senior contributing writer for quarterly B-to-B magazine catering to advertising industry professionals.

  • Conduct and write brand case studies and feature stories on trending marketing topics that include: the use of data analytics in marketing, social media trends, content marketing strategies, customer retention strategies, logo design, and generational buying and marketing habits.

MARKETING CONSULTANT

(Self-employed)
           
Encinitas, California             
2015 - 2016

  • Returned from Australia and worked as a self-employed marketing consultant for multiple clients including Nixon, Callaway Golf, X Blades Sports, The CMO TEAM, and a sports technology startup

  • Projects included brand and product launch strategy, content creation, PR, copywriting, voiceovers

CALLAWAY GOLF COMPANY

CALLAWAY GOLF SOUTH PACIFIC

Regional Marketing & Communications Manager (Australia / New Zealand)

Melbourne, Australia
2012 - 2015

  • Recruited from Callaway’s global team in the US to manage Callaway South Pacific’s consumer engagement, brand experience, media relations, loyalty program, media buying and PR agencies, and event marketing

  • Managed $1M marketing budget, media buying plan, CRM efforts, event marketing and regional PR efforts

> Launched premium loyalty program, grew consumer database by 30%, increased email open rate by 7%, grew Facebook audience by 20% and Twitter by 50%

CALLAWAY GOLF COMPANY (HQ)

Senior Communications Specialist, Global PR

Carlsbad, California
2009 - 2012

  • Led PGA Tour-related PR efforts by establishing relationships media, athletes and player agents

  • Built product PR plans, pitched and responded to media, created press materials and tracked results

  • Developed campaigns, media events and YouTube content around products, ambassadors and partners

CALLAWAY GOLF COMPANY (HQ)

Senior Interactive Copywriter / Content Producer

Carlsbad, California
2005 - 2009

  • Managed digital brand content calendar, editor-in-chief for CRM messaging, editor for Callaway Magazine

  • Responsible for all online content and strategy, including for Callaway’s inaugural E-commerce platform

  • Conducted video interviews and directed video shoots with PGA TOUR professionals and ambassadors

MULLEN ADVERTISING

Copywriter

Wenham, Massachusetts
2004 - 2005

  • Delivered online, print and broadcast messaging for various clients at “Big 3” Boston ad agency

SKIING MAGAZINE

Associate Editor

Burlington, Vermont
2001 - 2002

  • Managed the East section of monthly consumer magazine, assigning stories and editing work of 10 regional freelance writers

  • Wrote and edited articles for various sections of the magazine and website

  • Managed ski and boot equipment test results, writing reviews for annual Gear Guide

ADDITIONAL PROFESIONAL EXPERIENCE

  • Published Author of a 368-page humorous travel book in 2023 about my three years living in Australia

  • Mullen Advertising Agency; Wenham, Massachusetts – Copywriter, 2004-2005: Developed campaign concepts and wrote online, print and broadcast copy for various agency clients

  • The North Face, Hollis, New Hampshire – Sales Rep, 2003-2004; Serviced outdoor accounts in New England

  • SKIING Magazine; Burlington, Vermont; Associate Editor, 2001 – 2002: Wrote and edited features, planned issues, managed ski equipment test, and oversaw staff of 10

  • Sports Radio Anchor/Reporter; Metro Networks Radio, 1999-2000: anchored live sports radio updates; conducted interviews and live reports from NFL, NHL, and MLB games for ESPN and FOX Sports Radio

  • Newspaper Reporter and Columnist; Vail Trail/Daily Trail newspaper (1998-1999): covered municipalities in the Vail Valley on a daily deadline; winner of Best Serious Column Writing from Colorado Press Association

  • Contributing Writer for various magazines since early 2000s including: lead writer for The CMO Team (currently), Pebble Beach Magazine, Powder, SKI, Palm Springs Life, Palm Desert Magazine, GolfWorld UK

  • Notable Interviews: US Secretary of State George Shultz; US Olympic gold medalist Jessie Diggins; actor/musician Justin Timberlake; golfers Arnold Palmer, Phil Mickelson, Annika Sorenstam; adventurer/athlete Kilian Jornet; professional skier Cody Townsend and more; various Executives     

EDUCATION

Eckerd College; St. Petersburg, Florida

  • Bachelor of Arts, Professional Writing

  • Dean’s List

  • NCAA Athlete: Baseball (Eckerd College) &
    Basketball (Bridgewater State College)

  • London Semester, Spring 1997

  • Eckerd College Peer Educator

  • Writing Center Instructor

VOLUNTEER WORK

  • Homeless Outreach Program Volunteer (Eckerd College)

  • Callaway Golf Community Giving Program

  • Fair Share Australia