Primary Arms promoted Özge Cumberland to chief business development officer. Since joining the company in 2013, the company said she has “spearheaded vital projects across multiple divisions.”
As director of merchandising and senior director of business development, Cumberland has delivered “expertise critical to the company’s success.” More recently, as the SVP of business development, the company said Cumberland “led the sales, marketing and government divisions to new heights, building a strong core strategy that established Primary Arms as a leading name throughout the firearms industry.”
In her new role, Cumberland is responsible for driving “strategic business initiatives, fostering partnerships and identifying new growth opportunities.”
“We are delighted to appoint Özge Cumberland as our new chief business development officer,” said Marshall Lerner, CEO of Primary Arms. “Her outstanding leadership abilities, commercial insight, and passion for our business make her the ideal fit for this crucial executive role. We are confident Özge will skillfully guide our strategic growth and partnerships.”
Primary Arms has also promoted Aaron Whatley to VP of merchandising.With over 11 years at Primary Arms, Whatley has reportedly played a pivotal role in the company’s evolution from its modest beginnings to its current status as a prominent manufacturer, retailer, wholesaler, and government supplier.
The company said during his tenure at Primary Arms, Whatley has consistently showed exceptional leadership,keen business acumen, and a deep understanding of market trends. As the senior merchandising director, he headed innovative strategies that significantly expanded the company’s online offerings while enhancing overall profitability and market reach. The company said his comprehensive knowledge of the industry, combined with his hands-on experience in operations, has equipped him with a unique perspective on business demands and capabilities.
The company said Whatley will oversee Primary Arms’ expanding inventory in his new role, ensuring a diverse and high-quality range of products for shooting sports and outdoor activities enthusiasts. With thousands of new products constantly entering the Primary Arms online storefront, the company said Aaron’s leadership will be instrumental in navigating the complexities of merchandising, enhancing customer experiences, and positioning the company to meet the diverse needs of its growing customer base.
“Aaron has proven his leadership through both slow periods and chaotic ones,” says Max Cowsert, chief merchandising officer at Primary Arms. ” He has developed a great team of merchants and purchasing agents and led them to ensure we have the right products at the right time, at the right price.
Photos courtesy Primary Arms
