Julbo Eyewear, the French eyewear brand based in the Jura Mountains, has named David Crothers as the new CEO of U.S. operations.

Crothers has been marketing manager at Julbo since 2015, growing the brand’s visibility and credibility within the ski and bike categories, and working closely with the international marketing team to develop a successful global strategy.

Crothers brings his marketing and creative business experience to the CEO role. In 2008, he started the successful climbing website, Climberism, which was eventually absorbed by Height of Land Publications. Crothers managed Height of Land’s digital assets and eventually was promoted to photo editor for all Height of Land publications, before moving into the marketing role at Julbo.

“I’ve got some big shoes to fill. Nick has been the face of the brand for a long time,” Crothers says. “I’m extremely excited for the opportunity. Julbo is a terrific brand and we have a great team.”

Moving forward, Julbo will continue building on its core mountain and outdoor heritage while focusing on growing its ski, bike and lifestyle categories. “We strongly believe that with Dave’s experience, combined with the full support of France, we will continue to build our presence in the US market,” said Pierre Burgelin, international sales director.