Broadening his responsibilities in steering the overall marketing direction of the brand, Yakima promoted Mike Steck, ten year industry veteran, to senior director of marketing. In this new role, Steck will continue to grow his responsibility for stewardship of the Yakima brand and its go-to-market integration with the Sales, Product and Customer Service teams. Steck started his career with Dagger Kayaks and eventually rose to the Director of Marketing position for all Watermark brands including Yakima, Dagger, Perception, Mainstream, Harmony and Adventure Technology.
“Mike has been instrumental in spearheading the companys strategic marketing efforts aimed at delivering a clear point of difference,” said Jay Wilson, acting CEO of Yakima. “During the recent transitions, he has been a star. He has managed a high level team to accomplish the brands goals and business objectives and will be an important part of the future of the Yakima brand.”
In addition to managing the more traditional forms of marcom, Steck spearheaded Yakimas distinctive viral communication campaigns that deliver a unique and compelling brand voice. For example, the company just unveiled www.Yakimagrams.com, a fresh approach to viral marketing enabling consumers to send humorous messages to colleagues inviting them on outdoor adventures featuring the voice of Campfire Dusty. In 2005, Steck developed Yakywood, a host of comical award winning viral films. In spring 2006, he launched Yakima Challenges, where visitors can watch quick video segments of humorous challenges such as: “Cheerleader vs. Ground Control,” where a cheerleader pyramid attempts to organize as much gear as Yakimas Ground Control product (the recently introduced home storage product).
