Sierra Bullets and Barnes Bullets has promoted Madi Woodward to director of Marketing. In this expanded role, Woodward is expected to lead the marketing teams supporting both brands, overseeing brand strategy, digital marketing, e-commerce, trade marketing, content and consumer engagement.
“I’m incredibly grateful for the opportunity to lead the marketing efforts for Sierra and Barnes,” said Woodward. “Both brands have earned the trust of generations of hunters and shooters, and I’m excited to work alongside our team to honor that legacy while continuing to grow, innovate and connect with our consumers.”
Woodward joined Sierra and Barnes in December 2025 as an e-commerce and trade marketing manager. Since joining the organization, she has reportedly “played a key role in advancing e-commerce initiatives, expanding the brands’ digital presence and strengthening relationships with consumers and industry partners.”
Before joining Sierra and Barnes, Woodward spent nearly five years at Nosler, the maker of component bullets, brass, ammunition, and semi-custom rifles. At Nosler, she held several positions spanning brand management, digital initiatives and trade marketing, most recently as marketing manager. Throughout her career, she has “led integrated campaigns, supported major product launches, improved e-commerce performance and cultivated relationships with dealers and consumers.”
Outside of her professional role, Woodward competes at a high level in precision rifle competition. Most recently, she was named Top Lady and finished seventh overall among more than 140 competitors at the NRL Hunter Grand Slam Championship.
“I am very pleased to promote Madi from within our organization to this critical leadership role as we continue to expand and grow both Sierra and Barnes,” said company CEO, Jim Bruno. “Since joining the company, Madi has made an immediate impact, championing both brands while advancing our e-commerce capabilities, strengthening our digital presence and creating new ways for us to engage directly with our consumers. Just as importantly, she understands our industry and the people who make up the hunting and shooting communities. This promotion reflects our confidence in Madi’s leadership, creativity and ability to help shape the next chapter for both brands. We are excited to have her leading our marketing team and look forward to what she will accomplish.”
Woodward holds an MBA from Willamette University’s Atkinson Graduate School of Management.
Headquartered in Sedalia, Missouri, Sierra Bullets manufactures bullets for precision target shooting, hunting and defense purposes. Headquartered in Mona, UT, Barnes Bullets manufactures lead-free bullets.
Image courtesy Nosler
