Michael Barclay Ii Email and Phone Number
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As an experiential executive on the global stage, I leverage unparallelled experiential expertise to ignite success for companies, brands and events. Most recently as executive vice president, I am the driving force behind the ESSENCE Festival of Culture – the behemoth festival by ESSENCE Ventures – a multi-faceted ecosystem that uplifts the Global Black experience through frictionless, borderless economic advancements at the intersection of community and culture. Essence Ventures is the world-renowned Black-owned parent company of ESSENCE Magazine, Beautycon, Afropunk and ESSENCE Studios. The ESSENCE Festival of Culture has been lauded as a “crown jewel of Black culture” that “plays a pivotal role in the amplification and celebration of the contributions of the Black community through business, music and more.” The event propelled ESSENCE to winning the Brands That Matter Award from Fast Company. I have been honored with awards including the Top 100 in Events Award from the Black Events Network. I am a member of the Event Marketer Summit Advisory Board and a highly sought after speaker – Keynote Speaker at the Event Marketer Summit in 2023. I am humbled by honors including a 2023 Cannes Lion Bronze Award for the Simone Biles Powerade campaign, an ANA Multicultural Excellence Award, a Clio Sports Bronze Award for PR, a Shorty Audience Award for Best Graphics, a Bronze Telly award for Best Sound Design, a Bronze Addy Award for the Miller Lite Integrated Marketing Campaign, a Bacardi ACE Award, a Bacardi Regional Gold Award for Best Engagement Platform with Bombay Sapphire Gin and the Gold Ex Award for Best Multicultural Event Campaign for L’Oréal. Hallmarks of my leadership style include recruiting experts and empowering them to make smart decisions and execute their plans with accountability. I believe in being a resource, coach and mentor without micromanaging. That philosophy has proven successful, inspiring loyalty while achieving unprecedented gains and delivering world-class events. Brands & Partners: ESSENCE, Powerade, ESPN, NFL, Berkshire Hathaway, NBA, Bombay Sapphire Gin, Burger King, MLB, Courvoisier, Fruit of the Loom, L’Oréal Paris, NASCAR, Microsoft Xbox, MillerCoors, Pepsi, Reebok, Spalding & SpriteStrengths: Creative Marketing Strategy – Project Management – Budget Management – Team Leadership – Analytical Thinking – Coaching – Omni-Channel Marketing – Digital Media – Social Media Marketing – Event Production – Marketing Execution – Go-to-Market Strategy (GTM) – Key Performance Indicators (KPIs) – Brand Strategy – DE&I
Sundial Media Group
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Chief Events OfficerSundial Media GroupChicago, Il, Us
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Executive Vice President – ExperientialEssence Communications Inc. May 2022 - PresentBrooklyn, New York, UsActively recruited for a role leading strategy, planning and execution of extensive experiential marketing. ESSENCE Ventures is a multi-faceted ecosystem that uplifts the Global Black experience through frictionless, borderless economic advancements at the intersection of community and culture. It is the parent company of ESSENCE Magazine, Beautycon, Afropunk and ESSENCE Studios. Leverage unparalleled experience creating world-class experiential teams and infrastructures to exceed goals. Built infrastructure from the ground up with a unified event calendar. Orchestrated events with: Oprah Winfrey, Lauren Hill and Janet Jackson. Manage 100+-member cross-functional team. ● Attained an 18% profit margin vs. 12% industry standard in 2023 via robust financial management. Reduced experimental expenses and created synergy by integrating experiential groups from 4 separate businesses into a single high-performing team. ● Delivered the ESSENCE Festival of Culture (EFOC) in New Orleans, LA – a behemoth event with the largest attendance in the US (167K per day for 3 days) featuring a combined concert series, community events, family day and more. ● Built the world-class Always On (AO) EFOC team (a dynamic, top-performing team of cross-functional experts) and infrastructure from a dispirited group previously decimated by the pandemic, acquisition and high turnover. Creative Marketing Strategy – Project Management – Team Leadership – Coaching – Omni-Channel Marketing – Digital Media – Social Media Marketing – Event Production – Marketing Execution – Brand Strategy – DE&I -
Senior Vice President – Business LeadershipLeo Burnett Nov 2021 - Apr 2022Chicago, Illinois, UsAggressively recruited by one of the top global marketing agencies – a firm with the belief that the most creative, effective and powerful work has people at its core. Lead a world-class international team of creatives, producers, strategists, talent bookers and business leaders. Managed one of the year’s most high-profile campaigns featuring Olympic Gymnast Simone Biles, Soccer Coach Antonio Conte, Olympic Diver Tom Daley, NBA stars Chris Webber and Jason Williams. Manage 20-member global team. ● Won a Cannes Lion Bronze Award and Clio Sports Bronze – PR Award the $3M global Powerade Pause is Power campaign featuring Simone Biles – developing the largest advertising campaign in brand history with a revolutionary focus on mental health.● Recognized as a leading authority in events, jetting to Paris in the first week to inspire the newly created international team with top professionals in Paris, London, Italy, the US and Mexico serving clients in North America, Europe and Dubai. ● Elevated brand visibility across diverse global markets by unifying a spectrum of multi-channel assets – strategically deploying digital, social, out-of-home and commercial TV platforms to magnify campaign resonance. ● Led the Powerade campaign kickoff at the AAU Tournament? and appearances at the 2023 World Cup in Paris, appealing to a younger Gen Z demographic with the message that a pause for mental health allows us to return even better. Strengths: Creative Marketing Strategy – Project Management – Budget Management – Team Leadership – Analytical Thinking – Coaching– Omni-Channel Marketing – Digital Media – Social Media Marketing – Event Production – Marketing Execution – Go-to-Market Strategy (GTM) – Key Performance Indicators (KPIs) – Brand Strategy – Diversity & Inclusion – Recruiting – Cross-Functional Collaboration – Digital Games – Global Marketing – Brand Activation – Consumer Engagement – Concept Development – Category Marketing – Demand Creation – Content Marketing -
FounderLeft Lane Marketing 2017 - Nov 2021Chicago, Il, UsLeverage unparalleled experience creating world-class consumer experiences, managing production companies, leading creative agencies and recruiting top-level talent as founder. Orchestrate events as on-site manager for talent: 2Chainz, D-Nice, Kevin Garnett, Montrezl Harrell, Serena Williams, Teyana Taylor, Wale and Zion Williamson. Manage 30-member cross-functional team. ● Strategized Culture Genesis’ industry-quaking consolidation adding Black Girls Rock! and LOL! Network to its channels and expanded the largest Black-owned digital platform’s (15M fans/500M monthly views) offerings to include creative brand services.● Transitioned 5,000-member, mega-church from brick and mortar with zero digital presence to a full-service digital ministry that produces 7 content pieces weekly growing its membership 10% during the global pandemic.● Ignited 162% revenue growth ($2.1M-$5.5M) by defining and executing the go-to-market strategy for DB Productions, an experiential marketing agency. Participated in creative ideation, production and talent recruiting targeting Millennials and Gen Z.● Generated ~3M digital impressions for Effen Vodka by recreating Truth Nightclub from the hit Starz TV show “Power” featuring Curtis “50 Cent” Jackson and actor Rotimi. Delivered 10,000+ live impressions during a 5-city tour focused on multicultural audiences -
Senior Account Director – Spalding & Miller LiteWalton Isaacson 2015 - 2017Culver City, California, UsRecruited to spearhead marketing strategy, brand management and execution for Spalding. Built robust, trusting relationships with Spalding senior management, the NBA, NCAA and more for “the planet’s most interesting” creative marketing agency. Relaunched Spalding’s brand and go-to-market strategy. Led global presentations: Japan, China, Thailand and Australia. Managed a 9-member team with 5 direct reports.● Delivered 20:1 ROI (2,000% ROI) on $1M media spend. Increased brand awareness 11.7% and purchase intent 13.4% in a single year while serving as liaison with the NBA and NCAA. Drove 200% increase in share of voice via omni-channel marketing.● Propelled Spalding to record-breaking revenue growth of $20M ($223M vs. $203M prior year) – the company’s best year ever – by defining and executing the marketing strategy. Attained 50.2% of global market share for basketball equipment. ● Led content creation generating 4.8M video views via strategic partnerships with ESPN, SLAM and the Bleacher Report. Reactivated partnerships with brand-endorsed athletes Demar DeRozan, Damian Lillard and Chris Paul. ● Won Shorty Audience Award (Best Graphics) and Bronze Telly Award (Best Sound Design) for work with Spalding.● Elevated diversity and inclusion by recruiting 8 past coworkers – forming the basis of an award-winning marketing team.● Grew social media engagement 2,500% to 500K total. Garnered 150M impressions via marketing based on consumer research and cultural insights across Instagram, Facebook and Twitter. Key influencers: Kobe Bryant, Kevin Hart, Anthony Anderson and more. -
Experiential Strategy Director [De Facto Director Of Marketing, American Family Ins. & Millercoors]Commonground/Mgs 2014 - 2015New York, Ny, UsRecruited to leverage rich insights into consumers, the community and the competition to anticipate market trends. Created, planned and executed strategic marketing programs. Defined operating processes prior to company ceasing operations. Led a 6-member marketing team. ● Invented, pitched and won “The Recipe” branding message for Pepsi, a global tie-in with Black History month and the Super Bowl that spoke to international audiences from diverse cultures. Increased Generation Z consumer engagement with digital games.● Drove 5.3% sales increase for Miller Lite via Kevin Hart’s Hartbeat Weekend with Drake concert and ML Kickback.● Delivered high ROI, generating 21M impressions at $2.32 CPM, 77% less than the industry average cost of $10 CPM. -
Vice President, Experiential Marketing & EntertainmentUnited Entertainment Group, A Dje Company 2013 - 2014Ny, Ny, UsServed as the calm voice of reason during a major acquisition while streamlining processes and delivering excellence in marketing. Created unparalleled, world-class consumer experiences via festivals, multi-channel marketing initiatives and special events that delivered high return on investment. Managed a 12-member team across New York City and Chicago offices. ● Earned $6M in unpaid publicity from major media outlets including GQ, The Wall Street Journal, Wired and Sports Illustrated by sponsoring 25+ public relations events that sparked stories and editorials. ● Set a new record for first-day sales by planning and executing the launch of Ubisoft’s Watchdogs game for Microsoft Xbox – a simultaneous release in 110 Microsoft stores across 48 states plus Hawaii. Delivered an ambitious product launch in just 2 weeks. -
Founder + CeoLeftlane Marketing 2006 - 2013Chicago, Il, UsCreated strategic marketing programs that delivered results for clients in many industries. Leveraged a global perspective and appreciation for diversity to define effective multicultural campaigns. Relied on in-depth knowledge of emerging consumer trends to generate growth. Managed teams with 3-10 members.● Generated 600% ROI for Bombay Sapphire Gin, delivering PR exposure worth $4.5M for $750K via the Bombay Sapphire Artisan Series that connected with millennial and multicultural audiences including Jay-Z. ● Led the Stand Up It’s Miller Time comedy competitions in 5 cities judged by Kevin Hart and Marlon Wayans, generating 3M digital impressions and 10,000 live impressions. ● Produced a short film (video) showcasing Hip-Hop culture’s influence across demographics for Uniworld Group multicultural marketing agency to present to Burger King. ● Increased targeted market sales 300% for Reebok’s Rockport brand, leveraging consumer research to create omni-channel marketing that resurrected the aging brand with Millennial and Gen X consumers in a salaried role at Alloy Media + Marketing. ● Leveraged a wide network of social media influencers and celebrities to launch Sprite Green. ––––––––––––––––––––––––Additional experience with Take the Field (NY GIANTS nonprofit org) and GE Capital.
Michael Barclay Ii Skills
Michael Barclay Ii Education Details
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North Carolina Agricultural And Technical State UniversityGeneral
Frequently Asked Questions about Michael Barclay Ii
What company does Michael Barclay Ii work for?
Michael Barclay Ii works for Sundial Media Group
What is Michael Barclay Ii's role at the current company?
Michael Barclay Ii's current role is Chief Events Officer.
What is Michael Barclay Ii's email address?
Michael Barclay Ii's email address is mi****@****ett.com
What is Michael Barclay Ii's direct phone number?
Michael Barclay Ii's direct phone number is +191799*****
What schools did Michael Barclay Ii attend?
Michael Barclay Ii attended North Carolina Agricultural And Technical State University.
What skills is Michael Barclay Ii known for?
Michael Barclay Ii has skills like Integrated Marketing, Marketing Strategy, Strategy, Relationship Marketing, Marketing, Social Media Marketing, Event Management, Creative Direction, Advertising, Entrepreneurship, Sponsorship, Digital Marketing.
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