Michael O'brien

Marketing Director @ Topo Athletic LLC

About

Strategic Brand Management & E-Commerce Specialist with wide ranging experience related to Global Marketing Communication & Advertising in both the Footwear and Fitness industries. Have a fun, interesting background and story - I have produced and hosted on air radio, worked in planning and editing in the sports department at WBZ TV-4 CBS Boston, climbed up through the ranks of management training with Enterprise Rent-A-Car, executed visual merchandising with Scotts Miracle Gro as a Lead Counselor, assisted with Market Research Initiatives at Cogent Research, Directed Brand Level initiatives at Planet Fitness during a high growth period and managed all digital efforts at Vibram USA to yield positive YOY DTC Revenue Growth. I have always had a true passion for marketing and understanding that which influences the end user, with a goal of developing solutions to consumer needs. I dually have a passion for both running and the outdoors, and innovations in both footwear and apparel that help end users gain a more natural and authentic experience. Specialties: E-Commerce Strategy, small business growth (Traffic, database, revenue), UX Optimization, Dynamic Messaging, Static Messaging, Brand Positioning and identity, Brand Management, Social Media Management, Market Development initiatives (global), corporate account management and sponsorships, media planning, budgeting, visual presentation, retail merchandising & Creative Thinking / Idea Generation.

Country

United States

City

Framingham

Industry

Marketing & Advertising

Skill

Customer Service, Media Planning, Budgets, Branding & Identity, Social Media, Social Media Marketing, Marketing Communications, Public Relations, Marketing Strategy, Event Planning, Event Management, Advertising, Integrated Marketing, French, Management, Market Research, Marketing, Email Marketing, Retail, Brand Management

Experience

Marketing Director

Topo Athletic LLC

2019-3 - Present · 7 yrs 6 mos

Framingham, MA

President, Board Of Directors

Framingham Centre Nursery School

2020-3 - 2022-6 · 2 yrs 4 mos

Framingham, Massachusetts, United States

Treasurer, Board Of Directors

Framingham Centre Nursery School

2018-10 - 2020-3 · 1 yr 6 mos

Senior Manager, E-Comm & Digital, North America

Vibram Group

2017-4 - 2019-3 · 2 yrs

Greater Boston Area

E-Commerce Manager - North America

Vibram Group

2015-4 - 2017-4 · 2 yrs 1 mo

Director of Brand Management

Planet Fitness

2013-1 - 2015-1 · 2 yrs 1 mo

Portsmouth, NH

Marketing Manager

Vibram Group

2012-8 - 2013-1 · 6 mos

Concord, MA

Responsible for managing overall marketing strategy, including overseeing Event Coordination, Public Relations and Communications, Retail Marketing Efforts and Social Media Exposure / Content. Managed International Correspondence as well with Italian Colleagues moving toward a Global Marketing Strategy.

Senior Retail Marketing Associate

Vibram Group

2010-10 - 2012-8 · 1 yr 11 mos

Concord, MA

Managed all aspects of in store communication beginning with POS / POP conceptual development to fabrication and distribution planning, in accordance with Operations and our team of Sales Reps.

Merchandiser/ Counselor

The Scotts Miracle-Gro Company

2009-3 - 2011-5 · 2 yrs 3 mos

Represent the company as main vendor at Watertown, Ma. Home Depot. Help to drive product positioning within the mind of the consumer highlighting benefits over competition. Construct promotional displays, conduct clinics and address consumer needs relative to lawn care and preventative maintenance.

Footwear Manager, Downtown Crossing

City Sports

2010-2 - 2010-10 · 9 mos

Direct contact for buyers and vendors, educate employees on various types of footwear, manage shoe floor personnel.

Contributor

Gear Patrol

2010-1 - 2010-10 · 10 mos

Post biweekly reviews on sports and lifestyle products geared towards men.

Marketing Research Intern

Cogent Research

2009-5 - 2009-8 · 4 mos

Assisted with a variety of projects in the health care and finance sectors (Cogent's specialization), both quantitative and qualitative in nature. Helped to review finalized branding studies and conducted various data interpretations and implementations using Microsoft Power Point, Excel and SPSS.

MA, GMCA 2009

Emerson College

2008-9 - 2009-5 · 9 mos

Global Marketing Communication and Advertising Assistantship Recipient, one year intensive cohort Master's program. Undergraduate Teacher's Assistant, Principles of Marketing, 08-09