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Consumer-first brand marketer building narrative-led platforms that drive
demand, relevance, and growth across product, campaigns, content, social, retail, and experience.

Global brand marketing leader with 20+ years of experience building premium consumer brands through product storytelling, 360° campaigns, and earned channels. Held global and regional marketing leadership roles at Salomon and Callaway Golf across North America, Europe, and Australia. Known for translating product innovation, athlete stories, sustainability, and culture into commercially effective brand platforms that drive awareness, demand, and growth. Led Salomon’s global brand narrative during growth from $275M to $1B, shaping campaigns, content, and consumer engagement across digital, social, CRM, retail, experiential, and earned media.

TIM SWEENEY

GLOBAL BRAND MARKETING & STORYTELLING LEADER

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Founder, Brand Marketing & Communications Strategic Consulting  
Boston, Massachusetts (Remote)
June 2024 - Present

  • Advise sports and lifestyle brands on positioning, narrative architecture and launch storytelling

  • Partner with leadership teams to build storytelling frameworks and clarify brand positioning, vision, values

  • Owner and Managing Editor of Idea Tap magazine, a bi-annual custom publication covering topics like AI in marketing, brand building, and social media storytelling. Read by 20K+ marketing professionals nationally.  

Head of Global Brand Narrative & Storytelling | December 2021 - June 2024
Senior Manager, Global Communications & PR | April 2016 - December 2021
Annecy, France

Brand Leadership & Strategy

  • Owned global brand narrative and positioning across footwear, apparel, and equipment business categories, overseeing $1M annual investment across agency partners, content production, and measurement infrastructure

  • Partnered directly with global creative agency DDB Paris on 2022 brand relaunch, shaping campaign messaging and providing senior narrative direction on global TV scripts and brand film storytelling

  • Drove 20% increase in brand awareness in priority markets

  • Led 360° global launch of first fully recyclable running shoe—defining positioning and narrative and orchestrating integrated go-to-market campaign concept across YouTube, social, CRM, retail storytelling, and earned media

  • Steward of brand voice and tone, ensuring consistency and relevance across categories, regions, and channels

  • Strategic advisor to CEO and leadership on brand stewardship, narrative direction, and sensitive brand moments, including crisis situations and executive messaging; on-stage host for global strategy sessions and sales meetings


Content & Storytelling Ecosystem

  • Senior editorial lead of social & CRM during Instagram growth from 700K to 1.3M+ and CRM database 3X growth

  • Built sustainability brand platform and omnichannel storytelling strategy, including concepting and hosting YouTube series (500K+ views) that established credibility through phased storytelling and strategic partnerships

  • Directed campaign films, athlete storytelling, and retail narrative in partnership with creative teams and agencies

  • Led narrative development and run-of-show for flagship retail openings (Paris Champs-Élysées and Munich), shaping immersive brand storytelling experiences

  • Produced global Salomon TV content franchises fueling campaigns, product launches, and cultural relevance


Communications & Reputation Management

  • Built global communications function from the ground up, evolving from local agency model to centralized global ecosystem; installed consistent, year-round narrative calendar that replaced seasonal peaks and valleys

  • Expanded PR reach from 8B to 91B while incorporating more lifestyle, culture, and youth-focused storytelling including partnership communications with the Milano Cortina Olympic Committee

  • Led global communications organization of 15+ across agencies and small internal team with shared KPIs

  • Led RFP and onboarded global agency (London-based); directed international network of 10 local agencies

  • Hired, mentored, and promoted internal leader (from intern to manager) to run day-to-day PR operations while retaining senior-level oversight and integration with brand strategy

  • Strategic lead for crisis communications, executive messaging, and product recall communications

CALLAWAY GOLF - USA (HQ) and Australia

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CALLAWAY GOLF SOUTH PACIFIC (Australia / New Zealand)
Regional Marketing Executive
Melbourne, Australia
2012 - 2015

Led regional brand marketing, media, CRM, loyalty initiatives, event marketing across Australia and New Zealand.

  • Launched premium loyalty program, grew consumer database by 30%, increased CRM engagement

  • Managed team of six and $1M media budget; grew Facebook +20% and Twitter/X following +50%.

CALLAWAY GOLF - GLOBAL
Sr. Global Communications Specialist, Global PR
Carlsbad, California
2009 - 2012

Built global communications strategies, constructing campaigns around new club launches and building consumer-facing storylines around PGA Tour player accomplishments using Callaway equipment.

  • Led product launch events and ambassador activations with Arnold Palmer, Phil Mickelson, Justin Timberlake

  • Produced social media content that amplified Callaway’s premium positioning.

CALLAWAY GOLF - GLOBAL
Sr. Interactive Writer / Digital Marketing Producer
2005 – 2009 

  • Managed Callaway’s global digital content strategy, serving as editor-in-chief for CRM and all online platforms.

  • Oversaw messaging for brand, product, campaigns, PGA Tour win ads, and launch of inaugural e-com platform.

EARLY CAREER

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The North Face logo with bold black text and a stylized black half-dome graphic.
Metro Networks logo with stylized 'M' and 'A' and the words "METRO NETWORKS" underneath.

THE CMO TEAM – Senior subject matter expert on brand marketing practices and modern storytelling

Mullen Advertising (Boston, MA) – Advertising Copywriter

SKIING Magazine – Associate Editor / Equipment

The North Face – Sales Representative (New England region)

Metro Networks Radio (Tampa, FL) – On-Air Sports Reporter – Professional athlete interviews

Award-winning journalist (Vail, Colorado) and television anchor (Massachusetts)

ADDITIONAL

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

  • Contributing Writer for various magazines since early 2000s including 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  

  • Improv Comedy: Studied Improvisational Comedy at Impro Melbourne in Australia (2013)   

    VOLUNTEER WORK

  • Callaway Golf Community Giving Program

  • Fair Share Australia

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

  • Additional Focus Area: Business Organizational Behavior & Leadership

  • Class Proctor for Business Management