Vista Outdoor Inc. announced the hiring of Matt Rice as brand manager for its Optics Global Product Lane.

Rice, most recently Senior Account Supervisor at Blue Heron Communications, brings more than 12 years of industry experience to the company and will oversee leading optics brands Bushnell, Weaver, Simmons, Millett, Tasco and Night Optics.

“We’re excited to add Matt Rice to our team,” said Curtis Smith, Optics Global product lane director. “Not only does he bring a strong track record of execution and strategy, but he is an avid hunter and shooter who truly understands our markets and consumers.”

Rice, who hails from Kingfisher, OK, will have responsibility for market strategies and tactics for each optics brand, including marketing, advertising and promotional activities.

“His considerable experience in brand strategy, targeting and campaign development for top shooting and hunting brands will be an asset as we drive brand perception and positioning in the market,” Smith said. “Bushnell is already a market leader in the category. With Matt’s brand guidance and a strong team of product managers and engineers, we will continue to lead the way in optics development and innovation.”

Vista Outdoor Communications Manager Jake Edson will remain the day-to-day contact for journalists and editorial teams for the brands within the Optics and Hunt/Archery product lanes.

Vista Outdoor’s brands include Federal Premium, CamelBak, Savage Arms, Bushnell, Primos, BLACKHAWK!, Bollé, Bell, Giro and many others.

Photos courtesy Vista Outdoor