Outdoor Industry Association announced that Michelle Barnes has been chosen as its new VP of marketing. Formerly VP of marketing and sales for Outward Bound USA, Barnes brings a strong track record of building national programs that introduce Americans to the outdoors. At Outward Bound, her well-researched program initiatives ranged from new youth messaging and public service campaigns to targeted consumer lead generation and events.
“Michelle brings great passion and commitment to her role as vice president, marketing,” said Frank Hugelmeyer, President of OIA. “Her background in marketing and consumer outreach for Outward Bound will be invaluable to OIA and the industry, as well as her extensive public relations, research and business development skills.”
Prior to Outward Bound, Barnes directed marketing for high tech firms such as Praxon, Inc., Ramp Networks, Inc. and Beyond Software. Barnes also managed international marketing and sales activities for Tandem Computers based in Amsterdam. Barnes earned an MBA from UCLA Graduate School of Management in 1989.
“OIA, and its members, have the opportunity to change lives,” said Barnes. “The powerful impact we can make together, as an industry, has the potential to introduce tremendous numbers of people to responsible outdoor recreation. In the past year, OIA has developed the necessary framework to welcome more new participants to active lifestyles and activities. I am thrilled to be joining the seasoned OIA team and to work with their members to truly make a difference!”
Barnes is currently an active board member of Big City Mountaineers, a non-profit organization focused on empowering at-risk urban youth through outdoor adventures as well as serving on the board of the Outdoor Industry Womens Council. She lives in the foothills near Boulder, CO with her husband Rick, and spends her spare time enjoying the wilderness by backpacking, skiing and camping.
