Tecnica Group North America announced the promotion of Sam Cook to VP and chief commercial officer for Tecnica Group’s Alpine and Footwear business units. Cook was previously president of Blizzard Tecnica.

In his new role, Cook will oversee its Alpine and Footwear business units for the Blizzard, Nordica and Tecnica brands in the U.S. and Canada in support of the sales, product and marketing teams. In the last year, Cook actively led the organization through new software implementations while also leading Blizzard & Tecnica’s continued growth in North America.

“For more than two decades, Sam has been an incredibly valuable part of the success of Tecnica Group,” said Chris Licata, president and CEO, Tecnica Group North America. “The results of Blizzard and Tecnica over the past decade speak volumes for Sam’s leadership and strategic thinking. He understands the critical role our systems can and should play in supporting our commercial success. When combined with his extensive experience in the North American market, Sam’s promotion provides an incredible opportunity for our brands and our retail partners.”

“I am excited for this opportunity to enhance the modernization of Tecnica Group so that each of our brands reaches its greatest potential,” stated Cook. “We have strong brand teams, whose experience and commitment are the best in the industry. In my new role, I will apply my experience and understanding of our business to ensure the Tecnica Group engine is powerful, efficient and consistent so that as the market continues to evolve in dynamic ways, the brand teams can be more focused, supported and positioned to succeed.”

Cook’s new role is effective immediately and he will report directly to Licata.

Logo courtesy Tecnica Group