KEEN Inc. announced a series of key hires, including Russ Hopcus to lead sales and global market development; Phyllis Grove as new vice president of marketing; and Sandy La Rowe to head up bags, socks and special products.
“This leadership team is poised to take the brand to the next level, creating best practices, defying convention and enjoying the ride along the way,” said James Curleigh CEO of KEEN. “With fresh energy and 65+ years of combined experience Russ, Sandy and Phyllis bring added discipline and creativity to an already strong KEEN team. There is no better group to help drive innovation in all we do and to assist in making it easier to do business with KEEN for customers and consumers.”
These additions to the KEEN leadership team build on the organizations momentum, ensuring future success for the brand that has won product and innovation accolades from outdoor publications, including being named to Outside Magazine's third annual “Best Places to Work” list.
Hopcus is charged with the tasks of building and executing distribution strategies to maximize the company's potential in each market, and developing the KEEN business in current and emerging markets outside of the United States.
“KEEN has witnessed exciting growth both in the U.S. and internationally,” said Hopcus. “I am passionate about footwear and I am equally passionate about working with a great team to continue building the KEEN business throughout all of our markets. This is an awesome opportunity to head up global sales and market development for such an incredible brand.”
Hopcus has more than 25 years of international experience in leadership and sales with premium footwear and outdoor brands and is an avid trail runner and cyclist. He most recently served as president of U.S. operations for Icebreaker USA.
Grove will head global branding, marketing strategy and planning for KEEN. She will bring the brands values of creating, playing and caring to all KEEN does while defining the marketing framework for key product initiatives and leading the development of innovative marketing programs across platforms.
“KEEN is such a young, vibrant brand with so much potential. I especially appreciate the company's values and commitment to sustainability, the fun, inclusive nature of the brand, and the quality of the products. I look forward to leading the effort to tell the KEEN story,” said Grove.
Grove brings to KEEN a passion for hiking and more than 20 years of consumer marketing experience in the outdoor, consumer packaged goods, food, medical device and technology industries.
Rowe will bring focused attention to areas of the business with great growth potential, including bags and socks. La Rowe (pronounced La – Roo) has tremendous depth of expertise in the global sporting goods apparel industry, with 20 years of driving product creation and increasing profitability for highly successful global apparel companies. Sandy balances her enthusiasm for work with love for travel and fly fishing and passion for her family.
“When I started at KEEN, I was impressed by how green this company is and how the team lives, eats and breathes the HybridLife way of life,” said La Rowe. “KEEN is such a creative, global business with many opportunities for growth and expansion. Throughout my career, I have thrived on recognizing challenging business opportunities and turning them into business successes. I am really looking forward to this position and the opportunity with KEEN.”
“With these new additions the KEEN executive team is poised to take our young company to the next level. Now more than ever, KEEN is the brand to watch,” added Curleigh.
