Daniel Macaulay is the Founder of Brandwave Marketing, a B-Corp certified consultancy
recognised as one of the world’s leading agencies in sport and outdoor marketing. For nearly
two decades, Brandwave has partnered with some of the industry’s most influential brands,
helping them navigate the intersection of culture, community, and commercial growth.
An entrepreneur and investor, Dan has built his career around a simple belief: the best
marketing in sport comes from genuinely understanding the audience because you are
the audience. That philosophy has shaped Brandwave’s approach to strategy, creativity, and
storytelling across global B2B and B2C campaigns.
Previous to founding Brandwave, Dan was European Marketing Director at the iconic surf
brand O’Neill, where he played a key role in shaping brand and category growth across the
region.

A regular speaker on the global stage, Dan has delivered keynote talks at events including
Web Summit and for Blue Chip organisations such as Amazon, sharing insight on brand
building, cultural relevance, and the future of sport.
Outside of his commercial work, Dan is deeply committed to the role sport and the outdoors
can play as a force for positive change. He is an ambassador for Blue Earth Summit and the
Youth Adventure Trust, and actively mentors over 100 start-ups through initiatives including
BrandLAB and UKActive’s ActiveLab programme.
Born and raised in Ireland and now based in the UK, Dan holds a Degree in Marketing and a
Masters in Business Studies from Dublin Business School.