Amer Sports Winter and Outdoor Americas appointed Ashley Williams to the position of Americas marketing vice president, director and Salomon brand franchise leader.
Williams will lead the charge in defining the total Salomon marketing plan and will work with business directors and country managers to define the marketing plans for Suunto, Atomic and Wilson. He will participate in developing and delivering local sell in, sell thru and sell out programs. He’ll adapt global marketing programs to each region to deliver on trade and consumer demand. Finally, he will manage all internal marketing personnel and the shared services department.
“I'm really looking forward to working across the Amer Sports portfolio of brands and contributing to driving the business in the Americas,” said Williams. “And I'm looking forward to connecting more consumers with these great products and the overall brand experience.”
Williams comes to Amer Sports with nearly two decades of brand experience in consumer, retail and sports marketing. Most recently he served as the head of marketing for Yakima USA. Prior to that, Williams spent 16 years at Adidas where he worked in sports marketing and retail marketing before becoming the brand’s USA Marketing Director.
“As someone who's passionate about the outdoors, combining my professional experience with my love for the outdoors is the perfect scenario,” said Williams. “I also feel that Amer Sports has really smart people working for it so I'm looking forward to working alongside them.”
Williams is active in skiing, snowboarding, distance running and many other outdoor sports. He has relocated from Portland, OR to Ogden, UT with his wife and young children.

Amer Sports brands include Salomon, Wilson, Atomic, Arc'teryx, Precor, Suunto and Mavic.