Ocean & Earth has recently launched a 5-year expansion plan. In December 2007, CEO of International Operations Paul Munten completed an extensive search for new brand leadership in North America with the hiring of Dave Nielsen as VP of the U.S. territory. Nielsen's first hire was Burton Companies Director of Creative Concept's; Matt Patterson.
Said Munten: “Category segment growth in America will be brought about through a confluence of strategic marketing aimed at maintaining a halo over the brand; including product extensions and development of O&E's strategic marketing initiative”. “To this point” continued Munten, “Dave was brought on board to implement sales, marketing and branding profiles that while globally synergistic, explore and implement “new to USA” market segments without being held back by typical in box industry protocol and boundries.”
Regarding the hiring of Pattersonm Nielsen said, “Matt's core experience, deeply entrenched in the creative world of Volcom, Quiksilver and Burton position him perfectly to help guide Ocean & Earth further out into the light. As a free spirited artist, musician, writer and crazy good surfer, I expect we'll see no shortage of uniquely creative “live” energy marketing strategy from Matt. It's fun to set out on an original and inspired path stemming from O&E's heritage with Matt as our guide toward a fresh new market position here in the USA”.
“The cohesive one-look, one-feel story will allow the newly structured North American subsidiary to benefit from the brands overall strength globally” said Paul Munten. “Additionally, the U.S. territory will embrace our highly successful and organically grown Ocean and Earth event series “Teenage Rampage” by producing multiple events here in the U.S.”