Gregory Mountain Products has added Andy Yorkin to its North American management team. Effective immediately, Yorkin will serve as marketing manager alongside John Pieper, director of sales & marketing.
Yorkin joins Gregory as the brand relocates its headquarters to Salt Lake City, joining forces with Black Diamond Equipment Ltd. In May 2010, Black Diamond went public in a reverse merger with Clarus Corporation, simultaneously integrating Gregory into a global operational platform under the Black Diamond umbrella.
A seasoned marketing professional, Andy brings a wealth of experience and nearly two decades of academic marketing and brand management expertise to his new role at Gregory. Yorkin will work alongside Pieper to direct all aspects of Gregory’s North American brand marketing initiatives, including advertising, public relations and creative services. Both Pieper and Yorkin will also work closely with company founder, Wayne Gregory, and director of product development, John Sears, to drive the overall strategic process for new product development.
“This is a dynamic time for the Gregory brand and Andy’s marketing expertise will be a great asset to our new platform,” Pieper said. “Along with his mainstream experience, Andy brings a true passion for the outdoor lifestyle exactly what we were looking for in an authentic marketing leader.”
As Yorkin settles into his new role at Gregory, his overall focus will be to solidify the global brand image, as well as to manage the creative team in all aspects of marketing and branding campaigns.
“My passion for the outdoors is what led me to Salt Lake City 15 years ago,” said Yorkin. “It didn’t take long to discover the incredible gateway that Utah is for camping, mountain biking, fly-fishing, and hiking. It’s a tremendous honor to be able to take responsibility of such a respected and industry leading brand as Gregory. The fit is very natural and the incredibly talented team will be an added inspiration for my work.”
