Adding marketing department leadership with experience in brand development and creative direction, Seattle-based manufacturer of outdoor apparel and accessories Outdoor Research hired Erika Canfield as Director of Marketing.
In her new role, Canfield will focus on continuing to differentiate
Outdoor Research in the marketplace and on bringing a strong
brand-driven perspective to the company’s leadership team.
“Erika’s track record shows someone who thrives on being creative, someone who has successfully built strong, collaborative marketing teams and someone who can ultimately help move the needle for passion-driven brands,” said Jordan Wand, VP of product and marketing. “With her education and career work in graphic design, and her proven strengths in team leadership, brand development and strategic thinking, she’s the perfect fit to lead our growing marketing team.”
Canfield moves to Outdoor Research from Pacific Market International (PMI), where she worked for the last 10 years. There she led a team supporting a wide range of creative services across PMI's two heritage brands, Stanley and Aladdin, as well as its specialty coffee business unit. At PMI, Canfield was the Creative Development Director. Prior to that, she also worked as Visual Communications Manager and held several graphic design posts.
Canfield is an avid rock climber, all-around outdoorsperson and serves on the board of the Seattle chapter of the American Institute of Graphic Arts, which Wand said makes her a great fit for the culture at Outdoor Research.
“Over the last decade, I’ve been impressed with how the team at Outdoor Research has taken a great brand to a new level in terms of product, innovation and brand personality,” Canfield said. “I’m excited for the opportunity to build on that, and to help people continue to discover what uniquely distinguishes the OR brand in the marketplace.”
Outdoor Research was founded in 1981 and is dedicated to building better outdoor apparel, gloves, hats and an array of other outdoor accessories informed by real-world testing. They are committed to the core sports, alpinism, rock and ice climbing, hiking, backpacking, paddling, trail running, and skiing and snowboarding.
