Backbone Media has hired Charlie Lozner, a former marketing and brand director for Outdoor Research and K2 Sports, to fill the newly created role of director of integrated services.
“As Backbone continues to grow and the media landscape continues to evolve, many of our strongest partners are looking to integrate their marketing campaigns across all touch points,” said Nate Simmons, Backbone managing partner. “Bringing in Charlie strengthens our team and augments our brand-side working knowledge across marketing platforms. We’ve worked with Charlie for years and he will undoubtedly elevate the way our departments interact with each other and with our clients.”
has over a decade of brand marketing and communications experience. At Outdoor Research, he managed all brand marketing and e-commerce marketing efforts; he helped launch award-winning creative campaigns, including the development of a video content strategy, which has led to more than 2.4 million views on YouTube. Prior to working at Outdoor Research, Lozner was a Global Brand Director at K2 Sports.
“Outdoor Research has provided me with a deep working knowledge integrating authentic stories and campaigns across a variety of media outlets,” said Lozner. “I’m excited to apply that brand-side experience to such an amazing and diverse array of active lifestyle brands and tourism destinations.”
An avid backcountry skier, trail runner and self-proclaimed gear junkie, Lozner will relocate from Seattle, Washington, to Backbone’s Carbondale, Colorado, headquarters with his family prior to the Outdoor Retailer show in August.
Backbone Media targets, engages and inspires the active lifestyle market through public relations, social media, content creation and media planning and buying. For over 16 years, Backbone has worked with leading outdoor gear, apparel, technology, food and beverage brands, as well as tourism destinations around the world. Backbone has offices in Carbondale and Denver, CO, and Jackson, WY.