CULTURE

CONVERTS

I've spent 25 years figuring out where culture is heading before brands do.

I see where consumers are going before brands do. At Russell, that meant a complete rebuild. At Journeys, it meant getting off promotions entirely. At Converse, it meant helping a legendary team figure out how to hand the brand to a new generation. At Nike, it meant going out and earning credibility that did not yet exist.

Greg Galbraith

Brand Marketer. Culture Catalyst.

Culture Shifts

woman in a black dress lying on the concrete ground outside
woman outside waving her beige linen jacket 
RUSSELL
ATHLETIC

Made Russell Fruit of Loom's most profitable consumer brand. Identified a generational shift in how younger consumers were rediscovering heritage brands and rebuilt Russell's entire GTM around it.

woman in a grey suit walking away in front of a concrete building
woman slouching on a stool in a long belted khaki jacket 
NIKE

Drove 58% revenue growth and an 11% awareness lift across Baseball, Skateboarding, Basketball, and Strategic Retail over six years. Part of the team that took Nike SB from launch to the #1 skate shoe brand in the world.

COVERSE

Led Chuck Taylor globally at $2.1B EBIT and 21% operating margin, representing 10% of all Nike revenue. Launched Chuck70. Grew the male segment over 200% by building a dedicated skateboarding business unit from scratch.

JOURNEYS

Moved a $1B+ retailer off promotional dependency by understanding exactly why teen consumers chose brands over discounts. Six consecutive quarters of comparable sales growth. Teen female segment up 15%.

By the Numbers

$2.1B EBIT on Chuck Taylor at 21% margin. 200% + male segment growth.

Journeys

6 Consecutive comp growth quarters.

Converse

35% Category growth

Russell Athletic

Nike

58% Revenue growth over six years