GMé
interview
R&D Research and development features prominently throughout Titleist’s ball manufacturing process
PERFECTLY FORMED Each individual Titleist ProV1 and ProV1x golf ball is meticulously crafted
In conversation with Matthew Johnson Having worked for two of the biggest brands in golf, brand director for Titleist, Matthew Johnson, shares his views on the current state of the industry and the latest technology.
GMé With your early career spent working for drinks giant Diageo, you joined TaylorMade-adidas golf as head of marketing in 2003, so what prompted the career change, and did you have an interest in golf prior to joining the company? MJ Diageo was a fantastic place to spend the formative years of my career as I was able to learn about marketing, brand management, and sales whilst working with some of the biggest global brands. As a keen sportsman, I had always wanted a career in sport and at that time had taken up golf, as my rugby and cricket days were coming to an end. I was approached about a possible sales role – which was not what I wanted to do at that stage – so I decided to discuss my career plans with the MD at that time, and ideas about how the golf industry could benefit from my FMCG knowledge and experience. A handful of interviews and discussions later, and my career in golf had started. GMé After leaving TaylorMade-adidas golf, you spent a year away from the industry, before returning as brand director EMEA for Titleist, so what tempted you to return to golf? MJ A year out of the industry was a very positive thing for me, as it gave me the time and space to realise what I liked
30 | GMé February 2016
about the industry, and my thoughts about what my role in golf should look like. As Titleist brand director, I would describe my role as total brand management with responsibility for sales, marketing and ultimately the P&L within our region. GMé Having worked for two of the biggest brands in golf, how does working for a ‘golf-only’ brand such as Titleist, compare to working for a brand which is a smaller subsidiary of a global sporting giant? MJ Any organisation needs to have its own culture, strategy and philosophy, and I think it is natural for different brands in the same industry to have their own way of doing things. My philosophy here is to ensure that your strategy and tactics are authentic to your brand. At Titleist, we have a long history of being closely associated with the on course professional, and being a pure golf brand works really well for us, it is a perfect fit. Our strategy is based upon making the best performing products in the world, validating that performance via the best players at all levels of the game, and ultimately helping dedicated golfers of all abilities to shoot their best scores. GMé Covering the EMEA region, you must visit a fair number of golf clubs
ON THE BAG Matthew Johnson pictured on the practice range at Titleist’s custom-fitting facility at St Ives