John Gonsalves – VP of Direct to Consumer & Digital, TaylorMade Golf Company

TaylorMade 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.