Northland Fishing Tackle has named industry veteran Mike Anselmo as marketing director.

“I have known Mike for nearly 15 years and have admired his passion for our business and the industry. Mike brings marketing expertise to strengthen our brands and drive business to our customers. I understand the value of great consumer marketing, and we are lucky to have Mike on our team,” said Gregg Wollner, CEO.

Anselmo most recently led marketing for Striker Brands, the maker of ice fishing apparel.

“I’ve been part of the Northland legacy, having fished the lures my whole life,” said Anselmo. “I’ve always considered Northland the premium multispecies brand in the Midwest, northern states and Canada. The innovations are unparalleled, from the Buck-Shot Rattle Spoon and Puppet Minnow to products that built the company like the Fire-Ball Jig and Whistler Jig.”

Anselmo added, “Northland has always been known for its strong dealer support, and that will never change. We support their e-commerce efforts while providing powerful digital assets for physical retail locations. And I will help amplify those efforts.”