Patagonia named Cory Bayers vice president of marketing and Ryan Shadrin vice president of global direct to consumer. Both men were also named to the company’s senior management team.

In his new role, Bayers will engage communities around the world on Patagonia’s best-in-class products and core values, and broaden its reach as a leader in innovation and responsible practices.

His sport, retail and global experience are suited to make an impact on global marketing and communication efforts with specific responsibility for brand and creative direction, catalogs, social media, public relations, film, book publication and the increased engagement of the company’s extensive global community. He will serve as a member of the senior leadership team, reporting directly to CEO Rose Marcario.

Bayers brings more than 15 years of global marketing and creative experience to Patagonia. Most recently, he served as VP of global brand creative and global brand manager at Lululemon. He also helped lead global marketing efforts at Helly Hansen, holding various posts in Norway, Canada and the United States. He has experience engaging customers and mobilizing communities around a brand.

“Cory is a thoughtful leader with an impressive track record of devising and executing successful creative concepts and marketing strategies relevant to passionate groups with a sense of mission and purpose,” said Marcario. “I’m looking forward to Cory’s impact on our ability to build and mobilize our global communities, as well as the movement to drive our mission and inspire change.”

Bayers, his wife and three children live in Ventura County in California.

Patagonia also announced the addition of Ryan Shadrin to its senior management team as VP of global direct to consumer. In this new role, Shadrin will provide strategic vision and leadership to develop and grow digital and in store experience for Patagonia customers.

Shadrin brings with him a global and multidisciplinary background, having most recently served as CMO of Fox Racing. In this role, he focused on leading edge digital engagement platforms and mobile commerce to help drive customer satisfaction, retention and market share acquisition. He previously served as VP of direct to consumer at Timberland, where he built and implemented a comprehensive strategy blending digital and retail ecosystems. Shadrin started his career in marketing at The Orvis Company.

“We are thrilled to have Ryan join the Patagonia family,” said Marcario. “Ryan will reinforce our commitment to providing a seamless and customer focused experience across channels, while highlighting our steadfast product quality and environmental mission.”

Shadrin is a surfer, fly fisherman and cyclist. He holds a BA in History from Hamilton College in Clinton, NY.

Photo courtesy Patagonia/Cory Bayers