Columbia Sportswear announced the hiring of Ethan Pochman as the new vice president of marketing for the Columbia brand, reporting to executive vice president & Columbia brand president, Joe Boyle.

Pochman joins the brand from Performance Health, a private health and wellness consumer products company, where he served in several leadership roles since 2008, including vice president of sales and marketing, and vice president of global marketing. In his new role at Columbia, Pochman will be responsible for developing and executing global consumer marketing programs for the Columbia brand.

“Columbia is focused on putting the consumer first, addressing their needs with best-in-class products and ensuring an excellent experience across all brand touchpoints,” said Joe Boyle. “Ethan’s hands-on experience leading marketing in the health and fitness sector is a great fit for the Columbia brand and will help position us for continued growth.”

“At its core, Columbia’s mission is to build products that help people stay comfortable, so they can enjoy the outdoors longer, regardless of their activity,” said Pochman. “I believe Columbia is uniquely capable of delivering on that mission, and I look forward to utilizing my experience to better understand our consumers, help tell our story and build the brand around the world.”

Photo courtesy Columbia