Confluence Watersports has expanded its marketing department, allowing for an intensified focus on social media efforts for each of its brands. With the internal promotion of Craig Ray to manager of marketing communications and the new hire of Jessica Wessinger to marketing specialist, the team can continue to execute on long-term strategies, while being more nimble to manage the needs of the growing, online communities.
“We congratulate Craig, and we welcome Jessica to Confluence,” said Cheri McKenzie, CMO of Confluence. “This restructuring is the evolution of a strategy that began with the re-launch of our websites over a year ago. Online and community-driven media have been a critical part of our brand awareness and development of brand dedication. Craig has built strong foundations to ensure that our online communities are driven by and for the people who visit them. Jessica will keep us responsive, relevant and engaged members of those communities.”
In his new role, Craig will manage a new marketing communications team that includes an internal social media team and Jessica’s new media work. With seven websites, three branded communities, five blogs, seven Facebook pages and many vibrant, external forums in which to participate, it takes a village to effectively contribute to the online world. The primary contributors for Confluence are well-known authorities in paddlesports today, whose experience and knowledge allow them to speak authentically to the needs of retail partners and the passions of fellow paddlers. Primary contributors include: technical specialists Buff Grubb and Steve Scherrer, boat designers, Confluence management, and the Dagger, Wave Sport and Wilderness Systems Fishing pro teams.
Jessica will be responsible for day-to-day social media efforts on Confluence brand websites, Facebook, Twitter, as well as work closely with the broader social media team. She will provide marketing and advertising communications support. Outside of her professional life, Jessica is a competitive and accomplished equestrian and overall outdoor enthusiast. She hikes, fly-fishes and paddles. Her kayaking experience has been primarily on lakes and flatwater, and she is looking forward to her first whitewater lesson.
