Mike Perls

Chair of the board

Time on board - December 2017 to present

Why I joined the GreaterSport board - This position offers an opportunity to become involved in an organisation with aims, ambitions and values that mirror my own. It is also an organisation with a chance to make an impact at a unique point in time for Manchester.

Current Job - CEO of MC2
Professional Background - My core business, MC2, is a purpose-driven organisation that has scaled from a one-man start to market leadership over the past 18 years, with offices in Manchester and San Francisco. We create place-making strategies for governments, cities, visitor economies and high growth private equity-backed international corporations. Clients range from the Cabinet Office to to cities including Manchester, Leeds and Belfast and brands including Cadbury, Krispy Creme and Red Bull.

Skills I bring - As well as my knowledge of the complexities of integrated marketing, I spend a lot of time facilitating boards to develop strategic development, delivering keynote speeches, undertaking media appearances and crisis management.

Areas of Expertise - Marketing is my core competency. I am a trusted adviser to significant cities, brands and high-growth businesses internationally. I am visiting Professor in Marketing and lecture/publish on the latest brand strategy. I have been immersed in digital marketing since its infancy in the '90s and run a business that integrates expertise across marketing disciplines ranging from software engineers, digital marketing, the latest social media thinking, data analytics, media relations, public affairs, design and behavioural economics. Recent investments include drone technology and AR/VR capacity. We sit the consumer at the centre of our thinking, and through data analytics, create insight that enables intelligent marketing with a focus on return on investment. This competency to deliver programmes at scale, designed around the end-user, that maximise spend should prove a useful support to the executive team at GreaterSport.

Personal Interests - Sport has always been a key part of my life. I started playing rugby at the age of 6 and it remains a key passion in my life. I represented the Northern Irish Universities during a tour of the USA in 1986 and bringing a pair of rugby boots to Australia enabled me both to play for Parramatta during my year over there and gain a whole set of friends in a new country. I helped to create the junior rugby section of Bowdon Rugby Club and coached there for over a decade. I still go down most Sunday mornings and delight in the fact that the group of 13 children from the first session has turned into about 400 most weeks. I'm a triathlete and have competed in the UK Ironman in 2014 as well as the 70.3's in Majorca (twice) and Zurich (2017). As a cyclist, I have finished the Etape du Tour (2016 & 2017), Land's End to John O'Groats in nine days, the Marmotte and a number of other challenges. I swim and ski and play tennis and squash. My season tickets at Old Trafford are in the Stretford End and not the corporate boxes.