McNett, which makes products that help enhance, protect and preserve the performance of gear, promoted Gerald Craft to brand marketing director for its tactical division.

Craft will lead the charge for marketing in bringing focus and support to the Tactical sales channel. He will concentrate on the core initiatives of sell-in, sell-through, brand building and relationship building.

Craft previously served as McNett’s consumer relations specialist, where he helped facilitate consumer messaging including: developing search engine optimized copy and product messaging; answering consumer questions via phone, email and social media; helping develop an FAQ and social media presence; facilitating sponsorships, giveaways and promotions; and serving as a public relations representative. McNett owns the Gear Aid, Outgo, M Essentials, Aquamira and Camo Form brands.

“Gerald has developed an amazing understanding and connection to our specialized customers – both dealers and consumers over the last 18 months,” said David Wiggs, vice president of marketing at McNett. “Examining where all of McNett’s processes support our customers is a fantastic skill and insight he brings to this new role. We’re so glad to have him driving our popular Tactical brand efforts.”

Craft assumes the role of brand marketing director for the tactical division effective immediately.

Craft grew up as a military brat in Grafenwöhr Training Area and Ft. Lewis (JBLM). After obtaining a degree in Journalism/Public Relations from Western Washington University, he served as Editor at Vocus, Inc. where he developed additional skills in search engine optimization, online marketing, Web 2.0 and social media before joining McNett in 2011. Craft is an avid outdoorsman and spends his time volunteering as a member of the National Ski Patrol at Mt. Baker ski area as well as hiking, camping and fishing with family and friends.