Stormtech Performance Apparel, a maker of performance, technical apparel, bags and accessories based in Vancouver, hired Michael Dalzell, formerly at The North Face, as VP of marketing. Dalzell will oversee the global marketing strategy and retail operations.

Dalzell brings over 20 years of marketing innovation to his new role at Stormtech, from his 15-plus years in senior management at premier ski resorts across Canada and the US, to his most recent accomplishments as director of marketing, wholesale and direct to consumer, for The North Face.

Stormtech said Dalzell is an innovative brand strategist with a proven track record in engaging with consumers, building brand awareness and driving growth in all channels in the active/outdoor and lifestyle brand space.

Dalzell earned his BA from St. Francis Xavier University and holds his MBA from the Telfer School of Management at the University of Ottawa.

“Stormtech is a brand with a solid track record of growth.” said Dalzell. “Gaining a deeper understanding of our consumer, building a brand strategy and e-commerce platform to service that consumer represents an incredible growth opportunity for the brand.”

“Adding Michael’s strength and expertise to the executive team is part of an ongoing strategy to build brand awareness” said Blake Annable, president and CEO of Stormtech Performance Apparel. “Getting a stronger foothold on our brand positioning and growing the retail business will positively impact all channels bringing Stormtech to the next level of growth.”

Photo courtesy Stormtech