TaylorMade Golf Co. prides itself on being “willing to do anything to make our golfers better.” That claim was put to the test when many of the brand’s traditional experiential channels and in-person fittings were put on hold indefinitely. VP of Direct to Consumer & Digital Jim Gonsalves takes us through the journey as his brand shifted focus to embrace an increased importance of Direct To Consumer sales. John shares details about who TaylorMade is targeting and how the brand takes a holistic approach to reaching those consumers across multiple channels. Hear how a focus on personalization, customization, and exclusive product is leading a push that has shown success in subscription services and virtual experiences.

Moderated by Rob Campbell

John Gonsalves is the Vice President of Direct to Consumer & Digital for the TaylorMade Golf Company where he oversees the company’s direct interaction with golfers including eCommerce, own retail, and digital engagement.

John has over 20 years of merchandising, marketing and digital strategy experience in the sports and athletic apparel space.  Prior to joining TaylorMade John spent over 10 years with GSI Commerce helping brands, retailers and sports leagues deliver on all aspects of their online efforts.