BEAVERTON, OR (BRAIN)—Yakima has named Bobbie Parisi as director of global marketing.
Parisi will be responsible for U.S. and international marketing initiatives, continuing the momentum Yakima experienced during the past year producing record sales. She will oversee all aspects of marketing including digital, retailer communications, branding integration, public relations, grass root events and strategic partnerships.
Parisi comes to Yakima with more than 25 years of experience in building global brands. Prior to Yakima, Parisi worked with established outdoor and consumer brands including Dr. Martens, Horny Toad, Jose Cuervo, Keen, Nau and Nike.
“Bobbie’s proven track record in brand building is exactly what Yakima needs right now,” said Ron Ten Berge, senior vice president and chief marketing officer for Yakima. “With our recent acquisition of Hubco, the launch of Whispbar, our increased global presence and enhanced digital initiatives, Bobbie’s expertise will be a tremendous asset to our growth. We are thrilled to have her join the Yakima team.”
Parisi’s professional awards including being named one of the “50 Most Innovative Marketers” by Advertising Age for her work with Keen’s “STAND” sustainability program and as Brandweek’s “Marketing’s Most Wanted” for her work with Jose Cuervo. Parisi has also served on the board of the Outdoor Industry Association.
She has a B.S. degree in marketing from St. Cloud State University and is often found skiing, golfing or hiking.