Professional Summary
Michael Belfrage is the Sales & Marketing Director at Mint Tours, based in San Clemente, CA, USA. Belfrage brings over 15 years of experience in executing innovative, data-driven, omnichannel marketing strategies that yield significant ROI, engagement, and revenue growth for leading brands in the action sports and tourism sectors. He has held impactful roles at notable companies such as Nike, Vail Resorts, POW Gloves, Rusty, and Arnette, consistently driving transformational business impact.
Career Highlights
- Mint Tours:
- Acquired new clients, resulting in a 20%+ annual revenue increase.
- Established brand partnerships with Dakine, Salomon, Mizu, Tactics, Ikon Pass, SkiBig3, Slush Magazine, and Baldface.
- POW Glove Company:
- Developed a go-to-market strategy, created marketing and advertising materials, and launched the multi-platform 'All Day Everyday' brand campaign, surpassing revenue targets by 15%.
- Executed a comprehensive marketing campaign for Mount Hotham Skiing Company (MHSC), exceeding annual revenue targets of $8M by 10%.
- Vail Resorts - Mount Hotham Skiing Company:
- Secured Audi as the naming rights sponsor for MHSC, resulting in a $200K annual partnership agreement extended for 4+ years.
- Nike, Inc.:
- Oversaw $100M in key Nike product categories for the Pacific marketplace.
- Globe International:
- Achieved 40% growth in apparel and accessories categories for 3 consecutive years.
Current Role: Mint Tours (10/2022 - Present)
- Responsibilities:
- Leading sales and marketing efforts, overseeing brand development and communication strategies to secure $10M in annual bookings.
- Collaborating with key partners and distributors for executing high-impact brand activation events.
- Managing brand integrations and partnerships for snowboarding tours in North America and Canada.
- Revamping the company website, significantly increasing visitor traffic and online engagement.
Previous Experience
POW Glove Company (06/2017 - 07/2022)
- Marketing Director:
- Led global marketing campaigns in multiple international markets.
- Executed omnichannel marketing initiatives, including data-driven digital campaigns, social media management, and influencer outreach.
- Increased social media following by 44% within a year.
Vail Resorts - Mount Hotham Skiing Company (05/2014 - 06/2017)
- Marketing Manager:
- Directed marketing, branding, and media relations with a $1.2M budget.
- Boosted annual season pass sales and transformed marketing materials like the Hotham Magazine.
Nike, Inc. (04/2013 - 12/2013)
- Brand Merchant, Merchandising:
- Strategically planned merchandise assortments and brand promotions, achieving financial goals for Men’s & Women’s Sportswear.
Globe International (08/2010 - 07/2012)
- Sales Director:
- Oversaw budget allocations and net sales, achieving significant growth in apparel and accessories categories.
RUSTY & Arnette Eyewear (03/2000 - 03/2007)
- Senior Sales Rep:
- Managed sales operations, contributing to the brand's growth and market presence.
Education
Swinburne University
- Bachelor of Business in Marketing (1997 - 2001)
Skills & Expertise
- Brand Management
- Integrated Campaigns
- Digital Marketing
- Marketing Strategy
- Market Research
- Customer-Centric Marketing
- Omnichannel Marketing
- Public Relations
Interests
- Snowboarding
- Backcountry Snowboarding
- Skateboarding
- Surfing
- Mountain Biking
- Outdoor Activities
Industry Knowledge
- Lifestyle
- Outdoor
- Skate
- Snow
- Streetwear
- Surf
Professional Connections
1. Thomas (TJ) Bottom: Founder- Brand Strategist, BeeHaus, LLC
2. Mark Sperling: Co-Founder / CEO, Group Y
3. Tanner Huffman: Sales Rep, ION Bike
4. Courtney Keskinen: PI Yoga Pants
5. Ian Vidaurre: Census Field Supervisor, US Census Bureau
Michael Belfrage’s extensive experience and strategic leadership in sales and marketing make him a valuable asset to Mint Tours. His capability in forming meaningful partnerships and executing comprehensive marketing strategies aligns well with the company's goals of enhanced brand visibility and revenue growth.
