Andy McSorley
Global GM & Brand Director, ADIDAS + Head of Product · Nixon, Inc.
Orange County, CA
In My Own Words
I am a passionate business leader with broad experience in driving global consumer brands and developing teams for success through cross-functional alignment. I have a balanced operating and strategic mindset and thrive in complex environments where clarity of focus is most valued, and where the intersection of culture, creativity, and active lifestyles are most celebrated.
I have proven expertise in orchestrating and executing across a wide range of functional areas with an emphasis on Brand Marketing, Product Management, Sales/Distribution, and Strategy.
Areas of Expertise: • Brand Strategy & Management • Consumer Marketing • Product & Innovation Planning • Go-To-Market Alignment • Organizational Leadership • P&L Financial Management • Consumer Insights & Analysis • Strategic Planning & Execution • Multi-Channel Sales & Distribution • Contracts & License Agreements • International Business Development • Supply Chain & Vendor Relations • Public Speaking / Presentations
Work Experience
Global GM & Brand Director, ADIDAS + Head of Product
Nixon, Inc.2017 – 2018
Orchestrated and led the strategic plan and successful rollout of ADIDAS watches by NIXON, a key initiative in the company’s evolution toward a diversified portfolio of owned and licensed brands. Defined and activated enterprise-wide operational plan spanning Brand Positioning, Product Design/Development, Marketing & Distribution Strategy, Logistics and resource plan. Contributed thought-leadership as a member of the Executive team including participation in high-level strategy and board meetings. Promoted to oversee Product Design & Development company-wide including NIXON brand across all categories.
Global General Manager, VONZIPPER & DOT DASH brands
Billabong USA2016 – 2016
Business leader for Billabong-owned eyewear brands across all regions, responsible for driving strategy, execution and brand development, while working in concert with regional GM's to execute locally. Set the global strategic direction of the brands in partnership with Brand Founder while developing growth strategies through category/channel extensions and orchestrating Product, Marketing, Sales and Operations teams to meet revenue and profitability objectives.
Director, Global Marketing
Spy Optic, Inc.,2015 – 2015
Responsibilities over brand management and creative campaign development & execution, while establishing global marketing strategy across all consumer touchpoints. Key member of Executive Leadership Team. Orchestrated cross-functional GTM process by working closely with Product and Sales teams to define and amplify key product stories, created annual product launch calendar with clearly defined deliverables, accountability, and timelines.
Global Director, Product Marketing
Bell Helmets2013 – 2015
Leader of largest business unit within Outdoor/Action Sports division with responsibilities over global brand strategy, innovation roadmap, product creation pipeline, and management of licensed product portfolio. Principle authority in driving successful commercialization of entire product line and cross-functional execution of Go-To-Market process. Ownership and active management of $200M P&L spanning 17 product categories over 2,000+ SKUs, with broad, multi-channel distribution through Core/Specialty, Big Box/Chain, Mass Market and E-commerce retailers.
Global Category Manager - Goggles/Helmets
Oakley, Inc.2011 – 2013
Developed and drove long-range vision, strategy, and direction of product categories in alignment with global brand objectives and revenue growth targets. Led development of annual product calendars, coordinated marketing plans, sales tools, production timelines, design capabilities and operational execution. Developed business and launch plans for Oakley's entry into the helmet category.
Brand Manager - Sunglasses/Goggles
Oakley, Inc.2006 – 2011
Leadership of Marketing functions (PR, Advertising, Trade Marketing, Events) including comprehensive development of tactical plans for successful Go-To-Market execution and alignment of Product, Sales, Marketing and Demand Planning teams. Crafted product and brand positioning and served as the principal brand ambassador for all internal and external communication and media outreach, including major product launches and PR events.
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