Callaway Golf: From Stalled Growth to #1 Golf Equipment Brand
Callaway Golf is a top global golf equipment and lifestyle brand trusted by both professional and amateur players. When sales slowed and retail presence weakened, I stepped in to revive Callaway’s retail impact and strengthen key partnerships.
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: Reviving Retail Success
Sales were declining and aged stock was rising. The brand’s message wasn’t connecting, and teams needed smarter ways to work. We focused on improving product visibility, retail partnerships, and profitability.
Lead: Garry Winstanley
Strategic Plan for Growth
Using detailed market and performance data, we developed a clear plan combining long-term strategy with regional-specific Special Make-Up (SMU) products to meet local needs. Joint business plans with retailers and SMART targets guided our efforts.
Strategic Plan for Growth
Using detailed market and performance data, we developed a clear plan combining long-term strategy with regional-specific Special Make-Up (SMU) products to meet local needs. Joint business plans with retailers and SMART targets guided our efforts.
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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 sales team with clear targets
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 to boost sell-through
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. Improved forecasting and product lifecycle management
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.
Results: Stronger Sales and Market Leadership
Callaway Golf saw steady sales growth over 10% annually, surpassed 20% market share, and reclaimed the #1 golf hardware brand spot in key regions.
Lead: Garry Winstanley
Why It Matters.
By focusing on fundamentals — smart planning, strong retail partnerships, and effective execution — Callaway Golf rebuilt its brand and business for sustained success.
Experience.
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