Cotopaxi, a B-Corp lifestyle brand, announced the appointment of two key leadership positions: Craig Rowley as chief marketing officer and Sara Westbrook as senior vice president of product and merchandising.
Rowley will be responsible for steering the company’s marketing strategy to elevate the brand’s presence across all consumer touchpoints. Rowley has experience driving omnichannel marketing strategies that have driven outsized retail and e-commerce growth for brands like Nike, Mountain Hardwear, Shutterfly, Toyota and one of Cotopaxi’s key wholesale partners, REI.
“I’m excited to work alongside our talented Cotopaxi team to continue to build our vibrant community of brand enthusiasts,” says Rowley. “Cotopaxi has always been about redefining what it means to be an outdoor brand. We are doubling down on that strategy as Cotopaxi continues to lead with bold, innovative gear and apparel to fuel adventures near and far.”
In parallel, Westbrook will lead the company’s product strategy, guiding the development of outdoor gear and apparel that reflects the brand’s purpose and its customers’ needs. Drawing on years of experience with top-tier brands such as Marine Layer and J.Crew, Westbrook will ensure that Cotopaxi continues to deliver exceptional products that balance design, durability and sustainability.
“Thoughtful product curation and innovation is at the heart of what we do,” says Westbrook. “Our team is focused on creating products that enable and welcome people to the outdoor experience while minimizing environmental impact. I’m excited to work with the team to deliver products that solve problems for our customers, evoke joy and optimism, and champion the values we stand for.”
In addition, Stephan Jacob, founder of Cotopaxi, who held the COO/chief technology officer role for the past 10 years is transitioning into a chief global/business development officer role. In that capacity, he will oversee the brand’s rapid growth in Canada, Europe, Asia and LATAM as well as corporate and marketplace channels.
“These have been our founding principles since day 0 and I am beyond grateful that Sara and Craig have joined our team. Their tremendous expertise and hands-on leadership will allow us to expand Cotopaxi’s reach and impact globally during this next decade of brand building,” says Jacob.
“Product excellence and brand integrity go hand in hand,” says Lindsay Shumlas, CEO of Cotopaxi. “With Craig and Sara on board and Stephan in a global growth role, we are poised to not only expand our product offerings but also deepen the positive impact we have on the environment and the communities we serve. Their leadership will be instrumental in amplifying our mission and creating lasting change in the outdoor industry here in the US and abroad.”
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