Vice President of Brand | Fjällräven North America

Joe is a creatively driven brand builder putting employees, brands and consumers together to build things that are more than just products — they are movements. He never settles. His career continues to be driven by believing in the products and the people he works with, and dedicates his time, talent and energy to creating unique solutions that deliver real value and motivate others.

EDUCATION & DEGREE(S) ACHIEVED: BA Journalism, University of Montana – Missoula

I COULDN’T DO MY JOB WITHOUT: My three C’s: Coffee, Computer and Co-workers

MOST IMPORTANT THING I HAVE LEARNED: Keep your mind open and your ego in check. Great brands have missed a lot of opportunity through overconfidence, attitude and arrogance. To be a needle-moving brand you have to challenge what has worked in the past, dig into the way you think about your daily routine and take risks.

BIGGEST CHALLENGE YOU’VE OVERCOME: I am an excited, vibrant, emotional marketer. Executive leadership often looks at emotional marketing as a weakness. Overcoming the stereotype and proving that I am a brand builder that delivers valuable ideas and opinions integral to corporate success with emotion is something I am proud of.

BIGGEST ACCOMPLISHMENT TO DATE: The 2010 Winter Olympic gold medal journey with Shaun White. I was Shaun’s brand manager when I worked at Red Bull. We put a multi-year project together that took us into uncharted waters, delivered huge returns on a global scale and culminated with Shaun winning the gold medal at the 2010 Winter Olympics.

WHAT OR WHO HAS ENABLED YOU TO BECOME SUCCESSFUL: Pat Bridges. When I was 16, I started a magazine. Pat was/is the editor of Snowboarder Magazine. I was sending him copies of my magazine and one day he called me. At my young age I asked Pat “how do I get to do what you do?” He told me that if I wanted to be at Snowboarder, I should be a snowboard journalist. That was it. When I graduated from journalism school, he called me and I got the shot.

WHAT YOU WOULD WANT YOUR LEGACY TO BE: To kickstart the careers of people around me and to help them grow their dreams.