Sean Patrick
Ironside

🇩🇪🇺🇸 Executive Marketing & Brand Leader driving growth for high-performing brands and enhancing organizational maturity in global tech companies and startups backed by renowned investors like Meritech Capital, L Catterton, and Mayfair Equity.
Vice President of Global Marketing & Brand, EGYM | Frederick, Colorado | hello@seanironside.com | (720) 251-1615 | seanironside.com | linkedin.com/in/sean-patrick-ironside

Work Experience

EGYM (Denver, CO, USA)

2022 - Current
VP Global Marketing & Brand

Promoted to VP of Global Marketing & Brand in 2022, leading EGYM’s Global Marketing with 40+ FTEs and a $10M+ budget.

Key Achievements:

  • Leveling up the organizational maturity of Marketing from needs-based to data-driven and revenue-centric.
  • Guiding Global Marketing through multiple stages of scale, tripling valuation since 2019 to $1BN+ in 2024 🦄.
  • Executing omnichannel demand generation strategies to drive channel health, lead volume, and growth of downstream sales pipeline with over 30% of leads driven by Marketing YoY.
  • Successful go-to-markets for new hardware and software products worth 80M+ annual direct and influenced hardware and SaaS revenue in 2022/23.
  • Fostering a high-performing, cohesive team culture with high eNPS (+30) and retention (90%) scores within a hybrid, international working environment spanning multiple continents.
Senior Director Global Marketing & Brand

Promoted in 2021 to lead EGYM’s Global Marketing team, owning and executing all global marketing priorities as the executive marketing leader.

Key Achievements

  • Maintaining and growing brand awareness and consideration, reinforcing the organization's market presence.
  • Building and optimizing the global EGYM B2B lead engine to continually reduce CAC and improve ROAS (26:1 global average).
  • Successful go-to-markets for new hardware and software products worth 30M+ annual direct and influenced hardware and SaaS revenue.
Global Brand Director

Leading brand strategy for EGYM’s global product portfolio, driving the transformation from ‘selling steel’ to delivering fitness solutions worldwide for health and fitness facilities.

Key Achievements

  • Consolidated the multiverse of EGYM brands and product brands into a single, unified company Brand.

    • 🥇 BCG study confirmed that post-rebrand, the number one purchasing criteria for EGYM products is now brand reputation.
  • Relaunched our company website and achieved 158% channel growth YOY in 2021 while cutting bounce rates in half and driving up session duration.

  • Built the Brand & Content team from scratch, including all hiring, team processes, and frameworks, within the first year of my tenure.

Brand & Marketing Strategist

Drove SumUp’s US market growth by localizing brand messaging and streamlining processes to identify marketing opportunities, create content, and optimize touchpoints—boosting lead generation, lowering acquisition costs, and increasing engagement.

Key Achievements

  • Lowered CPA, CPC, and CP sign-up, resulting in over 600% growth in transaction volume and 4x weekly card reader sales volume.
  • Localized the SumUp brand platform and updated the product messaging to better suit the US market.
  • Supported US go-to-market for Virtual Terminal, a feature for cardholder-not-present transactions, by testing adaptation rates across different cohorts and creating landing pages and marketing emails to promote the new feature.
Brand Strategist

Provided mentorship and coaching in brand development, strategy, and marketing to portfolio companies for a Berlin-based venture capitalist.

Key Achievements

  • Created a brand development methodology for the venture capitalist to offer to their portfolio companies.
  • Coached and mentored several startups in the Project A Portfolio on the topics of branding, brand strategy, and content development.
  • Developed a framework for startups to measure their branding efforts and operationalize the branding process.
Head of Brand & Marketing

Built LIQID’s brand and marketing strategy, leading to €30M+ C-Series funding in 2018. Ensured consistent messaging across all channels while exceeding business goals.

Key Achievements

  • Teamed up with Sales and Product teams to create great user experiences and tell compelling stories that drove new users to our website and web app.
  • Significantly contributed as part of the Growth team to doubling the wealth managers’ assets under management within my first year.
  • Successfully relaunched the company brand and website in under two months.
  • 🏅 Winner of the 2018 German Brand Award in Financial Services and the A-Award 2018 for Excellency in Branding.
Head of Brand & Marketing

Joined crobo as their first marketing communications manager ever and built up the whole communications department from scratch.

  • Managed a brand and website relaunch within a turnover period of one quarter, re-positioning crobo as an international and universal app marketer compared to its former "games-only" focus.
  • Promoted to Head of Head of Brand & Marketing during my tenure.
Brand & Marketing Strategy
  • 2015, Brand & Marketing Strategist | Sidestage, Berlin, Germany
  • 2014/15, Artist Management & Booking Assistant | Heads with Tales, Australia
  • 2013/14, Bookings & Marketing Manager | Cookies Club, Berlin, Germany
  • 2012/13, Brand & Content Strategist | eobiont, Berlin, Germany
  • 2009, Brand Development Internship | glow communication, Berlin, Germany

Education

BA in Public Relations, Advertising, and Applied Communication

Skills

  • Executive Leadership (40+ FTEs)
  • Organizational Maturity
  • Strategic Planning
  • Omnichannel Marketing
  • P&L Management
  • Brand Strategy
  • Go-to-Market Strategy
  • Demand Generation
  • Budget Management (10M+)
  • English (Native Speaker) 
  • German (Native Speaker)
  • French (B2 Level)