Mike Crowell

About Mike Crowell

I believe creativity is the engine to performance. Not as a tagline — as a operating principle I\'ve put into practice across 25 years and some of the most iconic brands in sport, golf, and lifestyle.I operate at the intersection of brand and performance, because I\'ve never believed they\'re in conflict. The brands that win aren\'t the ones who chose one over the other — they\'re the ones who used strategic and creative clarity to drive both. That\'s the work I do: find what\'s authentically true about a brand, express it with bravery, and build the commercial engine around it.Different industries, different challenges, different stages of growth — the results have been consistent. At Oakley, a unified global brand strategy and expansion into Women\'s and RX unlocked +$250M in new revenue streams. At Coop Sleep Goods, a brand-driven performance model delivered +40% revenue growth over two years. At Public Rec, a full brand revamp drove +21% revenue growth and a successful acquisition by NOBULL in 2025

Experience

1. Chief Marketing Officer

   Public Rec

   Sep 2024 — Present · Chicago, IL, US

   Revamped and repositioned a stagnant men\'s lifestyle brand — rebuilding teams, agency partners, and media model to deliver a 25% reduction in MERS & CAC,+28% core product growth, and +21% revenue growth in 2025. In 2025, Public Rec was acquired by NOBULL.

Education

• Northwestern University - Kellogg School of Management

  Executive Education Certificate , Digital Marketing Strategy - Data, Automation, AI & Analytics

  2020 — 2020

• University of Virginia Darden School of Business

  AI in Marketing

• University of Southern California

  Bachelor of Science (B.S.), Marketing

  1989 — 1993

Skills

• Product Launch
• Brand Development
• Digital Media
• Digital Marketing
• Relationship Marketing
• Public Relations
• Online Advertising
• Global Marketing
• Lead Generation
• Strategy
• Mobile Marketing
• Creative Strategy
• Go-to-Market Strategy
• Concept Development
• Marketing Management
• Digital Strategy
• Market Planning
• Campaign Execution
• Advertising
• Customer Insight
• Online Marketing
• Campaign Strategy Development
• Integrated Marketing
• New Media
• Campaigns
• Sponsorship
• Marketing Research
• Retail
• Marketing Communications
• Campaign Design
• Competitive Analysis
• Creative Direction
• Multi-Channel Marketing
• Interactive Marketing
• Social Media Marketing
• Marketing
• Strategic Partnerships
• Brand Architecture
• Brand Management
• Cross-Functional Team Leadership