Granite Gear, manufacturer of backpacks, portage packs and travel gear, on Wednesday named Julie Bacon as public relations manager.

Bacon, who is based out of Truckee, CA, will lead strategy behind media relations, the Grounds Keepers Program and email campaigns.

Bacon most recently spent three years as account lead and digital marketing manager for Darby Communications, an outdoor industry PR agency. Her passion lies in the outdoor industry, dreaming up creative campaigns, establishing meaningful relationships with media, diving into all facets of digital marketing and building strong communities.

Bacon also manages aspects of branding and marketing with outdoor gear and apparel brands, Astral and Deso.

“We’re so thrilled to have Julie Bacon onboard. We’ve been aware of her creativity and passion for the outdoor industry, and now she brings her immense skill set to Granite Gear. I couldn’t be happier,” said Rob Coughlin, Granite Gear’s general manager.

Shelly Smith, who has worked with Granite Gear around media relations, community building and spearheading the Grounds Keepers program, will stay on as social media coordinator for the brand. After five years together, Granite Gear is ecstatic to keep Smith in the family and to bring the fresh perspective from Bacon into the fold.