Callaway Golf - Turning Around Callaway Golf.
From Stalled Growth to #1 Brand.
Callaway Golf is a leading global brand in golf equipment and lifestyle, trusted by pros and amateurs alike.
I joined during a pivotal moment—sales were falling, and retail impact was slipping. My role: rebuild relevance, strengthen partnerships, and restore Callaway’s position as a standout brand on the shop floor.
Lead: Garry Winstanley
The Challenge.
It was clear that we needed a reset.
Callaway had lost its spark in the retail space. Our products were good, but the message wasn’t landing. Sales had dropped. Aged stock was piling up. Our teams were working hard—but not always smart.
We needed to build stronger retail partnerships, improve product visibility, and create a more focused, profitable business. That meant changing the way we worked—internally and with partners.
Lead: Garry Winstanley
The Strategy.
I helped lead a full business review. We started with data—looking at both past performance and current market trends. That gave us a clear picture of what was happening, where we were losing ground, and where the opportunities were.
Focused Plan
We built a clear, focused plan. It balanced long-term strategy with short-term actions.
Although the core product range was led from the US, I worked with teams to create region-specific Special Make-Up (SMU) products that gave local markets something unique.
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Optimised trading terms
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Set SMART targets (Specific, Measurable, Achievable, Relevant, Time-bound)
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Created joint business plans with each major retailer
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Used performance data to make decisions at every level
Key Improvements.
1. Built a High-Performing Team
Realigned sales targets to match growth plans
Recruited top talent for key regions
Introduced annual account plans for better partner alignment
2. Shifted to Consultative Selling
Encouraged our sales team to focus on sell-through not just sell-in
Trained account managers to better understand each retailer’s needs
Created a mindset of shared success between us and our retail partners.
3. Smarter Planning and Execution
Improved forecasting to better match supply with demand
Protected brand value by managing the product lifecycle more carefully
Co-created SMU products with retailers for local advantage
Set up regular cross-functional planning forums to stay aligned.
The Outcome.
The results were clear and measurable:
Sales increased steadily—over 10% growth per year
Market share passed 20%
Callaway became the #1 golf hardware brand in our key markets
Lead: Garry Winstanley
Why It Matters.
This transformation didn’t happen overnight. But by getting the basics right—clear plans, smart partnerships, better execution—we rebuilt the brand and the business from the ground up.
Experience.
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