ABOUT

2005 saw the Yes! Golf brand barely appearing on the sport's radar. When Retief Goosen won the US Open in 2004 it was the brand's UK business that decided to embark on and manage a PR campaign to ride the hell out of the Tour victory to see how far it would run. I was given the brief. In the years that followed - until the brand's purchase by Adams Golf in 2011 - I helped increase the UK company's turnover by 600%, make it #2 brand on The European Tour, and develop a comprehensive channel support (B2B and B2C) campaign servicing distributor networks on all 5 continents. This was achieved via establishing and maintaining two-way communication and service channels to provide marketing support in the form of PR, advertising, media relations, active Tour coverage, co-operative advertising, managing Pro player endorsement, and managing strategic brand partnerships. By 2011 I had been made solely responsible for every piece of marketing output for Yes! Golf subsidiaries in the UK, EU, Asia-Pacific, PRC, Japan and Australasia. Unhappily, the entire global enterprise was brought down via a combination of fatal commercial decisions by the US holding company in 2011.