Outdoor Research hired Sarah Seifert as VP of E-commerce, effective immediately. Seifert brings more than a decade of leadership in e-commerce and digital marketing with an extensive background in outdoor recreation markets.
Seifert will report to OR’s President Roger Barton and lead all DTC efforts, partnering with its marketing, product and sales teams. Her focus will be to evolve the company’s consumer experience, creating a brand-focused and data-driven digital strategy.
Most recently, Seifert oversaw e-commerce at Eagle Creek, where she helped launch a DTC program around its newly acquired Eagle Creek brand. Before that, she worked as the director of e-commerce for Smartwool, and her experience also includes digital strategy and creative director roles.
“Building on the accelerated sales and growth in consumer brand awareness we’ve seen over the last three years, we’re excited to have someone with Sarah’s expertise join our executive team,” Barton said. “As we continue that trajectory, it’s essential to have someone who can drive the digital customer journey to benefit all Outdoor Research sales channels.
Photo courtesy Outdoor Research
