Since September 2021 Mike became Juventus FC’s Chief Marketing Officer, sitting amongst the leadership team and tasked with propelling the brand and business ahead.
Mike brings a unique blend of experience to the sports industry – esports, technology, broadcast, and brand marketing. Most recently coming from, OverActive Media, he was an early entrant to the company and VP, Head of Marketing growing the business to global recognition and go-public. Prior to esports, Armstrong was at Google, as a Brand Strategy Lead he studied bleeding-edge brand building methods and engaged with fortune 100 executives to help unlock growth. In prior roles, Mike has led a content marketing and digital innovation group within the CBC/Radio-Canada, and overseen iconic brands as a CPG marketer at Anheuser-Busch Inbev, Mondelez, and Kraft Foods.
Mike was awarded “Leader Under 40” by Leaders in Sport in 2020, and “5 to Watch” soon thereafter in 2021. With his proven track record of leading high-profile brands he’s had campaigns scale to countries worldwide, won numerous awards, judged at local and international advertising competitions, and been advisor to start-ups.