Vasque footwear on Thursday announced major growth within its marketing department and the addition of two new positions to the team—community management specialist and marketing coordinator.

Joe Peters was recently promoted to marketing director. Peters has experience with both the retailer and brand side of business, with roles within merchandising at Target Corp., and category management at Abbott Laboratories, before ultimately landing at Red Wing Shoe company eight years ago. At Red Wing Shoe, Peters worked in demand planning, sales and various roles within marketing at Vasque.

“The opportunity at Vasque is so inspiring,” Peters said. “Working for an iconic 55-year-old, home-grown brand as part of an almost 115-year-old company, gives Vasque the ability to leverage the durability and respect that comes with decades of making world-class footwear in the outdoors. We’re driven to ensure that we can pass Vasque along to the next generation with pride in the work we’ve done, ensuring we’re consistently doing the right thing, leading with respect and caring for the people we’re making the footwear for.”

Shannon Wadsworth joined the marketing team in July as marketing coordinator. With six years as a specialty account rep and consumer specialist at Vasque, Wadsworth brings a track-record of strong brand knowledge, multi-tasking and relationship-building experience.

Kim Lyons will join the team as the community management specialist at the end of August. She has 13 years of experience as a non-profit fundraiser and marketer. Most recently, Lyons served as director of development & marketing at the American Hiking Society, where she often collaborated with Vasque.

“These new roles in the marketing department are an absolutely pivotal piece of our ongoing brand transformation,” said Allison Gettings, vice president at Vasque. “This team is our primary touchpoint with the larger Vasque community. And I believe our biggest opportunity today is to reconnect with the good people who are wearing our products, making sure we are meeting their needs and letting them know we are here for them beyond the transaction.”