SnowSports Industries America (SIA) is pleased to announce the hiring of two new staff members to join its growing team. Christine Martinez has been named the new market research manager while Sara Hobbs will assume the position of executive assistant to the president, David Ingemie.
Martinez comes to SIA from the nationally renowned newspaper, USA Today, where she served as a marketing research analyst for the past four years. While there, she was responsible for providing marketing analysis on various USA Today properties as well as creating branding and promotional pieces to support those properties. She also brings a vast amount of experience in data research and survey development along with a thorough knowledge of various data retrieval systems.
Martinez fills the vacancy left by former director of research and new mother of twin girls, Julie Lynch. She will be responsible for managing all research efforts related to the industry including the Retail Audit, Brandshare and Wholesale Shipments and Orders Survey among others. Additionally, she will develop all new market research projects and continue to monitor existing studies. Lynch will continue to be affiliated with SIA in a consultancy role while working on the snow sports consumer panel initiative.
A graduate of Columbia University, Martinez is a travel and fitness enthusiast and currently resides in Arlington, VA.
An industry veteran, Hobbs will be responsible for assisting in the day-to-day operations of the president along with presiding over the entire association operations. She comes to SIA from Massachusetts where she worked as an executive assistant at Capital Analysts of New England.
Sara previously worked as an account executive for MPH Associates where she was responsible for the coordination of trade show efforts, the Pro Purchase Program, customer service and other duties. Prior to that, she was responsible for coordinating on-snow demonstrations at various resorts in the New England area.
A former Clarkson University alpine ski team MVP and graduate of the University of Vermont, Hobbs also enjoys biking, hiking, tennis and other outdoor activities. She currently resides in Fairfax, VA, with her husband.
“We are excited to have both Christine and Sara join our growing staff,” said Ingemie. The expertise and industry background both women offer will help SIA continue to prevail as the intelligent partner to its members and the industry as a whole.”
