About Me
Mike Garrison is a marketer, brand strategist, and researcher with two decades of experience turning human insight into market impact. He began his career shaping consumer insights and brand strategy at MTV, Nielsen, and Gartner, before building brand strategy and marketing functions inside agencies — guiding B2B and B2C companies through growth, clarity, and transformation.
He has led work for Meta, Etsy, eBay, Squarespace, Indian Motorcycles, Mayo Clinic, HubSpot, and Cargill — helping leadership teams align their story, sharpen strategy, and scale their business with confidence.
Today, Mike partners fractionally with organizations at pivotal moments — from PE-backed scale-ups to legacy brands in transition — to research and design strategies that are people-centered, market-ready, and built to last.
Key accomplishments or standout wins:
OpenText needed to prove its leadership in AI and information management, but the challenge was translating highly technical capabilities into a story that resonated with senior executives. I led both the global CIO research — combining quantitative surveys with in-depth interviews across the U.S., U.K., and Germany — and the strategy that turned those insights into an AI-generated art collection visualizing the intersection of cloud, security, and data across eight industries. Launched at OpenText World, the experience engaged 1,500+ CIOs and earned 12M+ media impressions through Fast Company. The result: complex technology transformed into emotional storytelling that positioned OpenText as a visionary partner shaping the future with its customers.
Indian Motorcycles faced a critical brand challenge: ensuring its product naming honored heritage without veering into cultural appropriation. I led rider research with diverse groups to understand perceptions and sensitivities, then elevated those insights into a leadership workshop that informed both marketing and product lifecycle decisions. The result was more than risk mitigation — it strengthened trust with riders, guided culturally responsible branding, and positioned Indian Motorcycles to evolve its legacy with authenticity and care.
eBay needed to boost adoption of a new international shipping program but faced seller confusion, misinformation, and skepticism. I led in-depth research with active and lapsed sellers to uncover pain points and opportunities, then turned those insights into a messaging blueprint that informed influencer activations, creative development, and paid campaigns. By positioning sellers as storytellers and addressing concerns directly, the program activated thousands of sellers, drove tens of millions in incremental sales, and reached millions through paid and influencer channels — proving the power of research-driven marketing to unlock growth.
Industries or types of companies you’d love to work with:
I’m especially drawn to brands at inflection points. Whether that’s PE-backed companies scaling fast, Series A–C startups finding their market voice, or legacy brands navigating cultural and category transformation. I’ve done some of my best work with B2B and B2C in tech, marketplaces, media, healthcare, and lifestyle — helping companies sharpen their story, align their teams, and build trust with the audiences who matter most.
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