TIM SWEENEY

Detailed work Experience

Internationally experienced marketing communications leader from the US who creates compelling narratives around brands, people, products and sports via owned, earned and paid media. Expert in crafting hooks that grab the audience’s attention and drive engagement by matching the right tone of voice and content with the right medium. Two decades of experience working on three continents for premium sports brands, media outlets, and as a member of external and in-house agency teams.

STRENGTHS:

  • Leading global communications strategy for an international brand

  • Setting and governing brand tone of voice and campaign messaging

  • Content and concept creation across all consumer touch points

  • Onboarding, managing and collaborating with global communications and creative agency partners

  • Writing scripts, magazine features, press releases, social media content and advertising copy

  • Presenting and hosting on camera as well as producing and interviewing from behind it

  • Collaborating with professional athletes, ambassadors and influencers to drive brand awareness

SALOMON SPORTS
Head of Global Brand Narrative and Communications; March 2022 - May 2024

Senior Manager of Global Communications & PR; April 2016 – March 2022

•  Oversaw brand storytelling, setting tone of voice and acting as editorial director across all consumer touch points (digital, CRM, social media, retail) and business units (ski, footwear, apparel, gear) until deciding to depart the company in May of 2024 to pursue personal creative projects

•  From global headquarters in France, launched and led Salomon’s global PR department—built HQ team, managed global communications budget, and led global communications strategy for all business categories

•  Identified earned media opportunities, directed PR agencies in 10 countries, and onboarded and led a global PR agency partner out of London

  • Increased global PR coverage by double digits percentage points for 8 consecutive years 

  • Successfully placed stories in Wall Street Journal, New York Times and various sports media outlets  

  • Led successful global launch of Index.01 recyclable running shoe, S/LAB Shift ski binding and more

•  Launched and led brand-wide communications strategy around the organizational priority of sustainability by identifying storylines and creating authentic narratives via social media content, PR, paid media and partnerships

  • Raised brand sustainability reputation; spoke at industry conference and on podcast as topical expert

•  Collaborated with external creative partners to produce Salomon TV episodes of branded content 

  • Films accepted into global film festivals and garnered millions of YouTube views

•  Directed product and brand campaigns by identifying internal stories to be distributed to consumers via global PR network, international press events, social media content and ambassadors

•  Hosted and scripted YouTube Sustainability series and live broadcasts; emceed sales meeting; launched podcast 

•  Led communications plan for brand store grand opening events, including Munich and Paris Champs-Elysees

•  Collaborated with brand partners—including Milano Cortina 2026 Olympics—on press events & announcements

•  Steered crisis management and internal communications messaging, working alongside executive team and HR 

THE CMO TEAM
Contributing Writer (Freelance)
2014 - Present

  • Senior contributing writer for quarterly B-to-B magazine catering to advertising industry professionals.

  • Conduct and write brand case studies and feature stories on trending marketing topics that include: the use of data analytics in marketing, social media trends, content marketing strategies, customer retention strategies, logo design, and generational buying and marketing habits.

  • Interviews with worldwide marketing professionals including C-Suite executives, creatives and noteworthy keynote speakers.

MARKETING CONSULTANT AND FREELANCE WRITER
(Self-employed)            
Encinitas, California                 
2015 - 2016

•  Returned from Australia and worked as a self-employed marketing consultant for multiple clients including Nixon watches, Callaway Golf, X Blades Sports, The CMO TEAM, and a sports technology startup

•  Projects included brand and product launch strategy, content creation, scripting, PR, copywriting and voiceovers

CALLAWAY GOLF SOUTH PACIFIC
Regional Marketing & Communications Manager (Australia / New Zealand)
Melbourne, Victoria, Australia
2012 - 2015

•  Recruited from Callaway’s global HQ team in the US to manage Callaway South Pacific’s consumer engagement, brand experience, media relations, loyalty program and event marketing for Australia and New Zealand

•  Managed $1M marketing budget, media buying plan, CRM efforts, brand loyalty program and event marketing

  • Launched premium loyalty program, grew consumer database by 30%, increased email open rate by 7%, grew Facebook audience by 20% and Twitter by 50%

CALLAWAY GOLF COMPANY
Senior Communications Specialist, Global PR
Carlsbad, California
2009 - 2012

• Led PGA Tour-related news generation with endemic and mainstream media by building global communications plans, pitching and responding to media, creating press materials and tracking media results

• Developed PR campaigns and large-scale media events around products, brand ambassadors and partners including Phil Mickelson, Arnold Palmer, Justin Timberlake and the Wounded Warrior Project

• Co-developed Callaway’s original social media blueprint and wrote and directed YouTube campaigns

CALLAWAY GOLF COMPANY
Senior Interactive Copywriter / Online Video Producer
Carlsbad, California
2005 - 2009

• Editor for Callaway Magazine and editor-in-chief for all digital copy for the brand, including defining content calendars

• Directed content strategy for the company’s website redesign during launch of inaugural online purchase platform

• Conducted video interviews and directed video shoots with PGA TOUR professionals and ambassadors

MULLEN ADVERTISING AGENCY
Copywriter
Wenham, Massachusetts
2004 - 2005

• Delivered online, print and broadcast messaging for various clients at “Big 3” Boston ad agency

SKIING MAGAZINE
Associate Editor
Burlington, Vermont
2001 - 2002

  • Managed the East section of monthly consumer magazine, assigning stories and editing work of 10 regional freelance writers

  • Wrote and edited articles for various sections of the magazine and website

  • Managed ski and boot equipment test results, writing reviews for annual Gear Guide

METRO NETWORKS RADIO
Sports Radio Anchor/Reporter/Host
Tampa, Florida
1999 - 2000

• Wrote/anchored sports and news updates and conducted post-game interviews with professional athletes
• Performed live reports from NFL, NHL, MLB and NCAA games for FOX Sports Radio and ESPN Radio

THE VAIL TRAIL NEWSPAPER
Reporter
Vail, Colorado
1998 - 1999

• Winner of the Award for Best Serious Column Writing from the Colorado Press Association
• Wrote news stories, features and columns for daily and weekly newspaper deadlines

EDUCATION

Eckerd College; St. Petersburg, Florida

  • Bachelor of Arts, Professional Writing, 1998

  • Dean’s List

  • NCAA Athlete: Baseball (Eckerd College) and Basketball (Bridgewater State College))

  • London Semester, Spring 1997

  • Eckerd College Peer Educator

  • Writing Center Instructor

VOLUNTEER WORK

  • Homeless Outreach Program Volunteer (Eckerd College)

  • Callaway Golf Community Giving Program

  • Fair Share Australia