Experience

Delivering Unparalleled Impact Driving Growth Initiatives: Strategic Partners | Branding Positioning

• United States
• Business Consulting and Services
• 1 - 100 Employee

• Delivering Unparalleled Impact Driving Growth & Revenue | Strategic Partnerships | Innovative Tech

  • Jul 2009 - Present

  An expert at building and running strategic partnerships with industry leading sponsors and celebrities, Michael delivers unparalleled impact, brand experience and record growth. ☛ SCALING GROWTH & REVENUE ● Doubled organizational revenue to $100M+ and reserve endowment to $70M+ (NYRR) ● Established premium sponsorship agreements with top brands like New Balance, TCS, United Airlines, Gatorade, and UPS at a total annual value of $25M (NYRR, NFL) ● Doubled participation to 700,000+ in NYRR events, youth and community programs (NYRR) ☛ INNOVATIVE TECHNOLOGY ● Advisor to JoggingBuddy. International app connecting runners with nearby jogging partners ● Developed and rolled out the profitable NYRR Virtual Racing Series in partnership with Strava (NYRR) ● Launched their first social media marketing campaign (Cole Haan) ● Launched interactive digital marketing campaign via groundbreaking email-based organic user-generated content (Calvin Klein) ☛ FUNDRAISING, CHARITY ● Raised TCS NYC Marathon generated over $40M annually for charity (NYRR) ● Raised $100,000+ for Team for Kids (NYRR) ● Rebuilt school playgrounds collaborating with Trust for Public Land (NYRR) ● Created New Balance Sneaker Give-A-Way program giving away over 20,000 pairs to NYC kids ● Personally raised $100,000 for Team for Kids (NYRR) ☛ YOUTH & COMMUNITY ● Created a free running community event space (NYRR Run Center) drawing 350,000 participants annually (NYRR) ● Championed the development of Youth- and Hispanic-focused NFL websites (NFL) ☛ STRATEGIC PARTNERSHIPS ● Designed and executed the Maria Sharapova Tennis celebrity endorsement/product launch initiative (Cole Haan) ● Established or deepened partnerships with major sponsors including TCS, United Airlines, UPS, Visa, Coors, Pepsi, Gatorade, Burger King and licensees Reebok, VF, EA, and GSI Commerce for NFLShop.com (NYRR, NFL) ❝His ability to foster partnerships can really drive business momentum and add brand value.❞ – Susan Towers Show less



Visionary Transformational Leader Building Continuous Improvement Culture & High-Performance Teams

• United States
• Business Consulting and Services

• Strategic Executive Leader Driving Large-Scale Revenue Initiatives | Innovative Marketing/Technology

  • Jul 2009 - Present

  Michael has a proven track record of building and promoting brands to reach new audiences, creating/recruiting dynamic management teams, setting the vision, scaling strategy and delivering sustained growth. A key to his strategic approach: innovative marketing, embracing cutting edge technology and putting the focus on acquisition, organic growth, and collaborative leadership within his teams. ❝I find him to be extremely intelligent, thoughtful, compassionate and a man that can affect change and get things done in difficult and taxing work environments [diplomacy] …❞ – Chris Busbee ☛ STRATEGY Michael has managed multiple large-scale brand recognition and operations projects. His strategic leadership positively contributed to pivotal change for organizations – all while leading communications, marketing, sales, organizational and product development initiatives. (NYRR, WPP, NFL, MLB, Calvin Klein, Cole Haan) ● Positioned New York City Marathon as the largest marathon, generating the highest revenue, the broadest membership and largest economic impact on a city hosting a marathon in the world. (NYRR) ● Moved Cole Haan into the premium denim/leisure market with the development of the Cole, Rood and Haan leisure-shoe product line. (Cole Haan) ● Closed and executed agreements with more than 15 leading clients including AT&T, Coca-Cola, Xerox, Rolex, Ferrari, PGA of America and Dolphins Enterprises (Miami Dolphins). (WPP) ☛ INNOVATIVE MARKETING From creative direction of advertising and print campaigns; updating and expanding the brand of trusted name in leisure footwear; rebranding and modernizing major sports leagues, Michael is successful in capturing and growing new business within new and existing customers. Michael pioneered the Fan Development Program: an on-going consumer segmentation study to map fan segments, measure interactions at critical touch points and identify revenue opportunities. (NFL) Are you ready for transformation? Show less

• Strategic & Visionary Executive Advisor Leading Transformational Change for Sustained Growth/Agility

  • Jul 2009 - Present

  It’s not unusual for an ‘event’ to become the catalyst that helps change our lives. Whether eating healthier, becoming active, or processing a challenge, we seek to unburden ourselves from old habits and acquire new ones. I am no different. I choose running to process my challenge. Breaking up is never easy, nor is it uncommon. 28 years ago, my longtime girlfriend dumped me. Thinking I could save the relationship by proving to her I could successfully complete the NYC Marathon, I signed up for the 1991 race. Despite not winning her back, I gained a new experience and perspective as I crossed the finish line. It was a new beginning for me: personally, professionally, mentally and physically. Hooked, the next 28 years of running the NYC Marathon brought unexpected joy. Running daily to stay in shape and train for races, I met other runners who became running partners and found new friends who later became colleagues. Little did I know one relationship would lead me to the New York Road Runners. Ultimately, I was invited to join the organization and given the opportunity to transform it from a running club to the world’s premier running organization hosting the largest marathon race in the world. Through the years of running, I continued processing the ‘breakup’ and now understand the fortuitous path it provided. Had I not been ‘dumped’, would my path have taken me to a tremendous opportunity to give back to the challenge & community that helped me heal? I can’t say for sure. But I can say, I am grateful for the growth, happiness and adventurous miles it has brought to my life; and opportunity to ‘pay it forward’ through serving the running community. Within the book “Tales From The Trails”, I share a moving story about Mauricio Blandino whom I met in 2015. It’s about how the power of running helped him recover from brain surgery. I hope you find it inspirational. —Michael Show less

• Visionary Transformational Leader Building Continuous Improvement Culture & High-Performance Teams

  • Jul 2009 - Present

  Michael brings a wealth of experience in brand growth and development to help organizations expand earning him name brand recognition across sports, entertainment and consumer goods. He has become known in the business world because of his willingness to take a step out from the status quo.☛ MISSION-DRIVEN VISIONTransforming the NYRR from a running club to the world’s premier running participatory organization, and largest marathon race in the world (NYC Marathon), Michael established a mission-driven vision focused on serving the running community. He embodied that mission himself – participating in 28 consecutive New York City Marathons.☛ HIGH-PERFORMANCE TEAMHaving built a holistic high-performance team nurturing a culture of professionalism and efficiency in NYRR staff and operations, Michael motivated and inspired team members to move beyond their comfort zone and expand their careers. In turn, he garnered their strength and knowledge to resolve obstacles quickly and leverage a productive and continuous improvement culture creating organizational agility.Passionate about connecting with people, Michael takes the time to build relationships based on trust, honesty and support spurred by his genuine interest in others and their success.☛ ADAPTABILITY with TECHNOLOGY INTEGRATIONMichael believes adaptability is critical for business leaders. Whether modernizing the NFL league branding elements, launching Calvin Klein’s first interactive digital marketing campaign or introducing Cole Haan to social media marketing, Michael has his finger on the pulse of technology, fusing it with his creative nature to produce innovative revenue growth and profitability.Applying the same philosophy, he united the running industry with technology by creating a partnership with NYRR and Strava unveiling the NYRR Virtual Race that transformed organized racing allowing runners worldwide to partake in the same race.Are you ready for next-level business performance? Show less

• Awards & Recognition | Strategic Executive Leadership Advisor for Corporate Branding & Sports

  • Jul 2009 - Present

  MEDIA, THOUGHT LEADERSHIP, AWARDS Michael is regularly featured as an expert in major media and industry publications, including NPR’s Planet Money, Bloomberg’s Business of Sports, CEOWorld, and Tech Times. He writes about running, corporate branding, and the business of sports on his personal blog and LinkedIn page. Michael has won numerous awards and accolades over the course of his career: ✦ Profile in Excellence Award (NYU Sports Business Society Awards, 2019) ✦ Champion of Economic Impact in Sports Tourism (Sports Destination Management, for his work with the NYC Marathon in 2019) ✦ Top 100 Corporate Social Responsibility (New York State, 2018) ✦ Community Pacesetter Award (Back On My Feet NYC, 2017) ✦ Volunteer Service Award (Westside YMCA, 2016) ✦ Honored at Back On My Feet Annual Event ❝Michael’s relentless work ethic, strategic mindset focused on building the running community in NYC through many different initiatives has broken barriers and created paths for runners now and future generations to come who may never have been given the chance to engage in running events.❞– Juan Frias ❝As a 30+ years active running member of NYRR, “15 PlusMarathon Streaker”, spouse of deceased NYRR Board Member Michael Rosenberg, volunteer NYRR after school running coach for seven years, and part time NYRR Youth Services employee for short term project development, I fully stand behind Michael Capiraso since his appointment at NYRR. In general, and with youth services staff specifically, I have only known Michael to be fully open to internal and external policy input, innovative where programming is involved, encouraging, and respectful of all regardless of age, race or orientation. He has, by his unique hands-on presence approach, inspired countless staff and children to believe in themselves and individually excel!❞– Kathleen Rosenberg Show less

• Testimony| Driving Revenue Initiatives & Growth in Running Community | Diversity Equity Inclusion

  • Jul 2009 - Present

  ☛ TRANSFORMATIONAL & STRATEGIC ❝We started at NYRR around the same time, and for the next ten years, I watched him become an essential part of the team that built the organization from a local running club to the world's largest community running organization. Under Michael's tenure, The Five Borough series created the largest Half Marathon, and the Marathon grew to 50,000 runners. His laser focus on the mission of the organization was unmatched, totally committed to the transformational power of running.❞– Jane Kosstrin, Founder/CEO, Doublespace/Design Thinker, Senior Marketing Executive, Innovator☛ CHARACTER ❝During my tenure as the NYC Executive Director at Back on My Feet, we honored Michael at our yearly Gala for the impact he had in the sport of running and for supporting myriad other charities. He had only one condition: he wanted to run with ALL 5 homeless shelters with which we partnered. He was a man of his word. His passion for running, connecting people, and truly caring about others is second to none. You cannot run with Michael in Central Park without numerous runners saying hello to him.❞– Terence Gerchberg, CEO, Steve’s Camp, Horizon Farms ☛ COMMUNITY/YOUTH ❝From championing NYRR free offerings in the community for kids and seniors to leading efforts to rebuild school playgrounds for both student and community use, Michael always worked to give back in support of the health and well-being of all, with a focus on underserved communities, all while leading the organization’s great growth of events and programming and overseeing the world’s largest marathon.❞– Bryant McBride, CEO/CoFounder, Burst, NYRR Emeritus Board Member ☛ DIVERSITY EQUITY INCLUSION Michael ❝was one of a few high-level executives in the running industry to treat history preservation seriously. He understood that Black running history had been overlooked for far too long.❞– Gary Corbitt, Retired Research Director, WJXT/Post Newsweek Stations Show less

• Leadership Roles: Board Member, President, VP, EVP, CEO, CMO, COO, Executive Creative Director

  • Jul 2009 - Present

  LEADERSHIP ROLES✦ Chief Executive Officer (CEO), President, Board Member. New York Road Runners (NYRR) / New York City Marathon ✦ Chief Operations Officer (COO), Executive Vice President Operations (EVP), Administration & Strategy. New York Road Runners (NYRR) / New York City Marathon ✦ Strategic Business Advisor. Michael Capiraso Consulting ✦ Chief Marketing Officer (CMO). Cole Haan ✦ Chief Executive Officer (CEO) North America. WPP – Prism ✦ Vice President, Marketing & Executive Creative Director. National Football League (NFL) ✦ Consultant on Advertising Campaigns and Branding. Major League Baseball (MLB) ✦ Vice President, Creative Services and Broadcast. Calvin Klein ❝Michael was highly competent and able, and well-liked by the team he managed. The Brand [Cole Haan] undertook several major initiatives – new website launches, some of the earliest DTC campaigns, email marketing, social media and more and Michael brought his strategic thinking, management skills and drove marketing for the brand very successfully.❞– Susan Towers ❝Whether it was youth football, strategic fan targeting or a major rebranding project, Michael could always be counted up to think ‘globally’ and consider the widest range of perspectives in collaboration with NFL stakeholders. His innovative and risk-taking mindset carried over to his leadership at NYRR. The combination of top-level strategic thinking, global branding experience and revenue identification expertise is tough to find in a leader. These skills, combined with exceptional personal and communication abilities help to explain why Michael has reached the pinnacle in his career opportunities.❞– Gordon Smeaton ❝He would always finish the marathon and then stand at the finish line for hours to congratulate the other runners. He went out of his way to make every runner feel welcomed and appreciated.❞– Michael Kloepfer Show less



JOGGINGBUDDY.COM

• United Kingdom
• Wellness and Fitness Services
• 1 - 100 Employee

• Blending Technology with Corporate Brand Development & Experience|Advisor, Board Member, Shareholder

  • Jun 2021 - Present

  JoggingBuddy is an international app connecting runners of all skill levels with exercise partners or groups. Starting as a grassroots effort to help people get healthier by encouraging them to get out and run, JoggingBuddy helps keep you motivated when you’re with a group of friends. Launched in 2009, it serves over 100 countries and hundreds of communities within them. ● Automatically log runs ● Receive geotargeted registration alerts Tony [Tony Piedade, CEO/Founder of JoggingBuddy] is thrilled to have top industry leader Michael Capiraso onboard. Capiraso’s leadership and brand building skills will be a valuable asset to JoggingBuddy as it seeks to re-energize and engage more people. ❝I am delighted to have Michael join the team. He brings a wealth of experience and vision that I hope will keep us firmly focused on helping millions around the world buddy-up and stay fit.❞ – Tony Piedade ❝The moment I saw the JoggingBuddy platform, I realized that this was a project worth supporting. Tony and the team are driven and single minded about promoting jogging, running and walking with a unique buddy support network that helps the global community get healthy and fit.❞ – Michael Capiraso Helping you keep fit and healthy! Website: https://joggingbuddy.com/ Show less



New York Road Runners

• United States
• Spectator Sports
• 200 - 300 Employee

• CEO, President, Board Member | COO | Executive VP (EVP) of Operations, Administration & Strategy

  • May 2015 - Jun 2021

  ☛ CEO, President, Board Member. 2015–2020 (5 yrs) ☛ COO. 2014–2015 (1 yr) ☛ EVP. 2012–2014 (2 yrs) ● Leader of the world’s premier running participatory organization and largest marathon in the world with 53K finishers, Globally Broadcast to 700M HH, $40M charity raised annually, 1M+ spectators in NYC, and driving $415M in Economic Impact annually for NYC ● Doubled revenue by nearly $50M to $100M+; increased reserves/endowment by 100% to $70M ● Doubled participants to 700K in NYRR events, youth and community programs ● Provided regular Board updates and President’s report at quarterly Board meetings, while participating in 9 Board Committee meetings and ongoing Board initiatives ● Doubled NYRR free Youth Running program to 250K in NYC and throughout North America ● Conceived and implemented NYRR profitable Virtual Racing business (250K users) in partnership with Strava ● Evaluated, selected, and executed premium sponsorship agreements of annual value $25M+ with TCS Tata Worldwide, New Balance (total value $100M), United Airlines, Popular Bank, Gatorade, UPS, Hospital for Special Surgery, Abbott, AirBnB ● Established a mission-driven vision for the organization and built a high-performance team and culture, hired a SVP of Diversity & Inclusion, appointed internal communications leader (including Town Halls), initiated a staff-wide wellness program ● Implemented collaborative partnership with Trust for Public Land to build school playgrounds in underserved communities ● Created the NYRR Run Center, a free running community event space including the New Balance Run Hub/specialty store. Launched “1 For You, 1 For Youth” program in partnership with New Balance donating a pair of running shoes to underserved children with each pair of sneakers sold ● The NYRR Run Center offers 700+ free events and hosts 350K+ visitors annually ● Developed revenue-critical events strategy ensuring fiscal continuity after crisis cancellations. Show less


NYC & Company
• United States
• Travel Arrangements
• 1 - 100 Employee
• Board Member

  • Mar 2017 - Mar 2021


Independent Consultant

• United States
• Technology, Information and Internet
• 1 - 100 Employee

• Business Advisor on Strategic Growth & Revenue | Scaling Strategies | P&L Responsibility | Marketing

  • Jul 2009 - Oct 2012

  Michael advises businesses on strategic direction, growth opportunities, scaling strategies, P&L responsibility, new revenue initiatives, e-commerce/digital, organizational structure and operations, marketing, branding, communication, and creative, across industries that include lifestyle, retail, fashion, leisure, entertainment, media, and sports. ● Engaged in providing ❝just-in-time❞ leadership across all organizational areas Clients: New York Road Runners, WaterHealth, RPS Michael advises businesses on strategic direction, growth opportunities, scaling strategies, P&L responsibility, new revenue initiatives, e-commerce/digital, organizational structure and operations, marketing, branding, communication, and creative, across industries that include lifestyle, retail, fashion, leisure, entertainment, media, and sports. ● Engaged in providing ❝just-in-time❞ leadership across all organizational areas Clients: New York Road Runners, WaterHealth, RPS



Cole Haan

• United States
• Retail
• 700 & Above Employee

• Corporate Marketing, Branding, Public Relations, Communication Strategies | Chief Marketing Officer

  • Aug 2008 - Jul 2009

  Charged with updating and expanding on the brand to drive new revenue for this trusted, traditional name in leisure footwear, Michael oversaw corporate marketing, strategy and product development efforts. ✅ He launched the highly interactive, engaging ColeHaan.com website ✅ Created an ambitious five-year growth strategy and business plan ✅ Designed and executed the Maria Sharapova Tennis celebrity endorsement/product launch initiative ✅ Moved Cole Haan into the premium denim/leisure market with the development of the Cole, Rood and Haan leisure-shoe product line. ● Oversaw marketing, public relations/communications, strategy, creative, digital and branded product development ● Developed and implemented five-year multichannel plan to double revenue from $500 million – built around a revamped product offering through e-commerce, retail/wholesale strategy ● Initiated, planned and executed the brand’s first social media marketing campaign with crowd-sourced community engagement. Show less



WPP

• United Kingdom
• Advertising Services
• 700 & Above Employee

• Providing Strategic Direction, Marketing, P&L Responsibility | Chief Executive Officer North America

  • Feb 2007 - Jun 2008

  ● Recruited to lead North American operations for Sports & Entertainment international consulting agency focused on strategy, marketing, ROI/ROO analysis ● P&L responsibility, strategic direction, talent and client acquisition and service -Revenue management: marketing, sales, strategic agreements… -Cost management: budgets, expenses, losses… ● Closed, executed and serviced agreements with more than 15 leading clients including AT&T, Coca-Cola, Xerox, Rolex, Ferrari, PGA of America and Dolphins Enterprises (Miami Dolphins). Show less



National Football League

• United States
• Spectator Sports
• 1 - 100 Employee

• Corporate Marketing, Branding, Creative & Digital Media Strategies | VP | Executive Director

  • Feb 2003 - Feb 2007

  ☛ VICE PRESIDENT MARKETING & EXECUTIVE CREATIVE DIRECTOR Michael led the Marketing charge and all creative efforts for the NFL in a sweeping rebranding effort coordinating activities across individual business units, products and channels. He orchestrated $200M in traditional and digital media investments and engineered broadcast strategic partnerships with all of the major networks and multiple national /international sponsors (Pepsi, Visa, Coors, Burger King, Gatorade) and licensees (Reebok, VF, EA). Michael led the effort to create a seasonal thematic culminating with the Super Bowl and leading to $330M in activation for SBXL. Michael pioneered the Fan Development Program, an on-going consumer segmentation study to map fan segments, measure interactions at critical touch points and identify revenue opportunities. From this effort, he championed the development of Youth–focused and Hispanic–focused NFL websites. ● Led strategic process and direction for NFL Network positioning, naming, logo design, & on-air image for Fall 2003 launch. ● Led league-wide marketing, creative and branding for both Commissioners Paul Tagliabue and Roger Goodell ● Launched NFL Network with positioning, naming, and all branding assets ● Modernized all league branding elements including the NFL shield, football, and on-field elements to increase brand valuation ● Responsible for $200M in traditional and digital media assets and grew asset value in broadcast partnerships with all major networks ● Supported partnerships with leading sponsors including Visa, Coors, Pepsi, Gatorade, and Burger King and licensees Reebok, VF, EA, and GSI Commerce for NFLShop.com ● Directed Fan Development Program consumer segmentation to identify revenue opportunities that led to the development of NFL’s Youth and Hispanic focused content and media assets Show less



Major League Baseball

• United States
• Spectator Sports
• 700 & Above Employee

• Created Advertising/Marketing Campaigns & Branding Initiatives | Consultant – Creative Director

  • Mar 2002 - Jan 2003

  Created and executed advertising campaigns and branding initiatives for Major League Baseball Productions and MLB Teams (including Pittsburgh Pirates 2003 advertising & marketing campaign). DirecTV, MLB Post Season, Authentic Apparel products, and program consulting on ‘This Week In Baseball’. Major League Baseball Productions. ● Provided content and branding consulting for flagship ‘This Week in Baseball’ television program. Created and executed advertising campaigns and branding initiatives for Major League Baseball Productions and MLB Teams (including Pittsburgh Pirates 2003 advertising & marketing campaign). DirecTV, MLB Post Season, Authentic Apparel products, and program consulting on ‘This Week In Baseball’. Major League Baseball Productions. ● Provided content and branding consulting for flagship ‘This Week in Baseball’ television program.



Calvin Klein

• United States
• Retail Apparel and Fashion
• 700 & Above Employee

• Led Creative Direction & Marketing / Public Relations Initiatives | VP Creative Services & Broadcast

  • Jan 1994 - Nov 2001

  At Calvin Klein, Michael managed the creative direction, conception and execution for global broadcast and print campaigns, collaborating with Mr. Klein on creative direction and realization for the most recognizable global product campaigns included clothing, underwear, fragrance, eyewear, and home collection. Michael was instrumental in naming new products and design development for logo and packaging. He led the marketing, public relations, and internet initiatives for global launches of cK one, cK be, Contradiction, and Truth Calvin Klein fragrances as well as the creative brand development efforts in conjunction with Calvin Klein Licensees including Unilever and Warnaco. ● Promoted from Producer to Director of Creative Services to Vice President in five years as part of the leadership team that drove Calvin Klein’s business at the time to new levels of sales, distribution and product development ● Brands included: ck one, Escape, Eternity, ck be, Calvin Klein Jeans & Underwear ● Led concept and creative development for signature product launches and licensing with leading partners including Unilever and Warnaco ● Launched first Calvin Klein interactive digital marketing campaign via groundbreaking email-based organic user-generated content. Show less



Posnick & Kolker Advertising

• Developing & Executing Advertising & Marketing Campaigns | Commercial Producer

  • Jan 1993 - Jan 1994

  Development and execution of advertising and marketing campaigns for various clients. Development and execution of advertising and marketing campaigns for various clients.