Andy McSorley

About Andy McSorley

I’ve spent 20+ years building premium consumer brands across global, design-led categories where brand, product, and commercial performance must work together in lockstep.From bringing iconic eyewear and goggles to market at Oakley, to launching the Adidas watch program globally, my approach is rooted in understanding people first, not just personas. I believe the strongest brands are built through clear positioning, disciplined execution, and narrative storytelling that creates emotional connection while delivering measurable business impact.I’ve had the opportunity to lead marketing and brand teams at Shimano, Oakley, Billabong, and now E-Z UP, partnering closely with product, sales, and digital teams to translate global brand vision into effective market execution. My experience spans brand strategy, go-to-market leadership, digital and DTC engagement, and cross-functional alignment in complex, matrixed organizations.What motivates me most is building environments where talented teams can do their best work, where creative thinking is grounded in strategy, data, and commercial outcomes, and where ideas turn into programs that move the business forward.I’m drawn to brands with a clear point of view and a reason for being. Companies that value design, authenticity, and long-term brand equity as much as near-term results. Whether in premium lifestyle, durable goods, or adjacent categories centered on innovation and quality, I’m energized by opportunities to help brands grow with intention.In short, I do my best work with brands that know who they are, care about how they show up in the world, and strive to build strong, lasting relationships with their customers.

Experience

1. Director of Marketing

   E-Z Up

   Jan 2022 — Present · CA, US

   Brand Transformation: Developed a new logo with detailed brand guidelines, modernizing the company’s image and elevating its market presence.• Digital Innovation: Launched a digital asset management (DAM) platform to streamline and control all brand, product, and digital content.• Product Simplification: Overhauled the product line architecture to better align with target audience segments while reducing total number of models and SKUs.• Product Marketing: Spearheaded a comprehensive product marketing initiative across core product lines to elevate key features and differentiate from generic competitors.• Integrated Marketing: Expanded and reoriented digital marketing efforts to boost both online and offline sales, supporting organizational needs beyond ecommerce.Key Responsibilities:• Lead all marketing functions, including Brand, Digital, and Product to create cohesive strategy, alignment, and execution.• Provide creative direction and act as the go-to decision-maker for the brand’s visual identity at every touchpoint.• Set overall strategic brand direction and align marketing efforts according to key business objectives.• Collaborate with marketing, creative, and ecommerce teams to implement customer-first digital strategies.• Provide leadership and guidance on new product development to ensure market relevance and innovation.

Education

• Central New Mexico Community College

  Bachelor Studies, Marketing & Business Administration/Management

Skills

• Marketing
• Cross-Functional Team Leadership
• Product Launch
• Brand Management
• Go-to-Market Strategy
• Marketing Strategy
• Product Marketing
• Leadership
• Merchandising
• Strategic Planning
• Integrated Marketing
• Action Sports
• Sporting Goods
• Footwear
• Apparel
• Retail
• Sales
• Trade Shows
• P&L Management
• Social Media Marketing
• Management
• Brand Development