Taylor Made Golf - 1987 - 1995
Sr. Product Marketing Manager
- Highlights - Market Share Erosion - Erroneous Conclusions
Taylor Made Golf is today the largest manufacturer of golf clubs worldwide. The company designs and markets a complete line of clubs for men, women, and children, as well as golf accessories and golf bags.
Taylor Made scored its initial success with its first product, metal drivers, which debuted in 1979 and subsequently changed the face of golfing across the globe. With its focus on research and development and aggressive marketing, the company grew to be the second largest U.S. golf manufacturer by the mid-1990s, a ranking attained because of the popularity of its Burner Bubble drivers, introduced in 1995.
- Developing product family positioning and messaging that differentiates our products in the market.
- Responsible for creating and driving go-to-market strategy, successful product launches, and results-oriented outbound marketing programs for core hard-goods product lines (80% of total revenues).
- Coordinate all activities of specialists in production, sales, advertising, promotion, research and development, marketing research, purchasing, distribution, package development.
- Conceive and develop innovative marketing programs that drive market awareness and demand with various audiences.
- Attention to detail, an eye for quality, along with the ability to grasp and translate technical capabilities into benefits.
- Sales enablement: communicate the value proposition of the products to the sales team and develop impact-full sales tools that support the selling process.
- Product launch: plan the launch of new products and releases and manage cross-functional implementation of the launch.
- Market intelligence: expert on buyers behavior, how they buy and their buying criteria; expert on consumers buying behavior; expert on competition and how to compete
- Developing high-impact written communications, including marketing plans, collateral, sales tools, white papers, presentations, direct marketing programs, web site copy, etc.