Cotopaxi Refreshes Marketing, Product, Business Strategy with Key Hires

Cotopaxi Refreshes Marketing, Product, Business Strategy with Key Hires

Cotopaxi is freshening up its marketing, product strategy, and business development at a “pivotal moment” for the Salt Lake City-based brand, according to a news release.

Craig Rowley has been appointed chief marketing officer and Sara Westbrook is Cotopaxi’s new SVP of product and merchandising. Founder Stephan Jacob, who served as COO and CTO for the past decade, will transition to a chief global/business development role, overseeing growth in Canada, Europe, Asia, and LATAM, as well as corporate and marketplace channels.

The announcement follow the appointment of former COO Lindsay Shumlas to CEO and the appointment of board member Wendy Yang to executive chairwoman in December. The company is focused on elevating its brand direction; expanding wholesale, retail, e-commerce, corporate, and international channels; and introducing inclusive, authentic, innovative products to inspire outdoor adventure as it continues its values-driven mandate to fight poverty and empower people.

“These have been our founding principles since day zero and I am beyond grateful that Sara and Craig have joined our team,” Jacob said in a statement. “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.”

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Rowley will lead the brand’s marketing strategy, and brings years of experience working at Nike, Mountain Hardwear, Shutterfly, Toyota, and REI, a key Cotopaxi wholesale partner.

“Cotopaxi has always been about redefining what it means to be an outdoor brand,” Rowley said in a statement. “We are doubling down on that strategy as Cotopaxi continues to lead with bold, innovative gear and apparel to fuel adventures near and far.”

Westbrook will lead product strategy at Cotopaxi, which will be informed by previous experience at brands such as Marine Layer and J.Crew.

“Thoughtful product curation and innovation is at the heart of what we do,” Westbrook said in a statement. “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.”

Former Chief Brand Officer Brad Hiranaga departed Cotopaxi in November 2024, according to LinkedIn.

“Product excellence and brand integrity go hand in hand,” said Shumlas in a statement. “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 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 U.S. and abroad.”

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