Gearing up to support the introduction of the largest product offering in its history, Yakima is ramping up its sales force in the western part of the U.S. with the addition of four seasoned rep agencies with proven sales experience on behalf of internationally respected consumer brands. Rounding out its new “Go To Market” team, David Fee, formerly brand manager of the Ford Mustang, has joined Yakima handling strategic planning in the product development area, working side by side with Steve Rodden, vice president of product development. The appointments, effective immediately, were announced by Amy Buckalter, senior vice president of global sales and marketing.
“We now have a solid product development and sales team to take Yakima forward,” said Buckalter. “These veteran sales reps have shown before that they can move the needle by providing our retailers with the ongoing support they require to drive their bottom lines. Combined with David Fee, a experienced product strategist who has a proven track record of bringing industry leading products to the market place, this team will be tough to beat. As a committed 4-time Ironman participant, Fee is able to bring both his passion for the outdoors and his automotive experience to Yakima, ideal expertise for Yakimas future direction. With the most extensive product line since Yakima was founded, we will hit the ground running with our retail partners and provide consumers with first class, creative solutions to transporting their gear.”
Fee, who also has several years of experience in sports marketing, spent five years with Ford Motor Company in Detroit and also worked at Nike. With this combination of sports and automotive marketing experience, Fee will lead the product line management functions reporting to Buckalter.
He will work closely with sales, marketing and product development to ensure that Yakimas “Go To Market” initiatives are focused, clear and timely, meeting the demands of the trade and the market, in general. Fee will also be instrumental in Yakimas efforts to explore other product categories.
In an effort to solidify its strength in the western U.S., Charlie Webb of Rocky Mountain Rep Associates will be covering the Rockies. Webb formerly handled Thule for over 24 years and presently handles Atomic, Scott and Shimano. Joining Webb are industry veterans Mike Smith, Rich Kuipers, Alex Zeveral, and John Gerritsen. Tim Goodwin and Greg Allen of the Tri Marketing Group will handle the southwest. Their agency has 30 years of sales experience, having worked with Bellsports, Camelbak, DeFeet and ScottUSA, all respected consumer brands.
Jeff2 Sales, headed up by Jeff Anderson and Jeff Darby, will be responsible for southern California, Arizona, southern Nevada and Hawaii. They bring over 35 years of experience and represent Yakima, K2, Atlas Snowshoes and Level Gloves.
Mike Rosen, and his agency Livinthedream, will take charge of northern California. Rosen has over 15 years in the outdoor wintersports arena and presently reps K2.
“These sales professionals are veterans in building brands,” said Chris Bogue, director of sales for the western region. “All have the necessary skills to leverage the proprietary features and benefits of the Yakima brand. In addition, these agencies know how to help retailers build their business. This is about Yakima being a good business partner to our core retailer network.”
