Kelty on Tuesday announced two senior management changes. The brand named Russ Rowell senior vice president and general manager, and Vincent Mares senior creative director, overseeing Kelty product design and visual direction.

“Kelty is positioned especially well in light of the evolving definition of the outdoor experience and our products are resonating with today’s consumers,” said Rowell. “It has been a privilege to be part of Kelty for so many years. We look forward to this next adventure, to increasing engagement with our loyal brand fans and to welcoming new customers to the Kelty family.”

Rowell brings 30 years of outdoor industry experience managing two northern California climbing and backcountry ski shops and directing brand and product development at Gregory Mountain Products. He joined American Rec Group (now Exxel Outdoors) 12 years ago as director of product development and managed all Exxel specialty brands during his tenure, culminating in his most recent leadership of Exxel’s mass division.

Mares, an Army combat veteran who served during the Gulf War, brings 20 years of outdoor industry experience specializing in technical soft-goods design for outdoor recreation, military and law enforcement. Mares spent the past 10 years designing award-winning products for Kelty, Sierra Designs, Slumberjack and Ultimate Direction.