BELLEVUE, Wash. (Oct. 29, 2002) – Helly Hansen has stepped up its marketing plans by promoting Cory Bayers to a newly created international wintersports marketing manager position.
Bayers joined Helly Hansen in 2000 as marketing manager for Helly Hansen’s Canadian operations in Vancouver, B.C., and designed a successful advertising, promotions, public relations, merchandising and sponsorship program that contributed to the company’s consistent growth in Canada over the past two years. Bayers will relocate to Seattle with his family by year-end.
In his new role, Bayers will spearhead the creation and maintenance of Helly Hansen’s Central Wintersports category marketing program in connection with the brand’s product design direction and commercial efforts. He will focus on both trade and consumer marketing initiatives to support and develop the Helly Hansen brand image within wintersports, globally. Helly Hansen’s sports marketing managers, Jane Mauser and Kaj Bune, will report to Bayers.
“Cory has a strong business mind, a proven marketing record and a passion for wintersports,” said Tobin Teichgraeber, wintersports business unit manager. “His get-it-done management style and creativity will complement Helly Hansen’s new focus on the freeride ski and snowboard market.”
Helly Hansen dramatically changed its design direction for this winter season with a stylish, core look and features that appeal to progressive 18- to 34-year-old skiers and snowboarders. The brand is marketing its rejuvenated image through its team of top pro riders, sponsorship deals with Matchstick Productions, Standard Films and Absinthe films, and camp sponsorships in Blackcomb and Mt. Hood Meadows. Bayers will oversee these relationships and pursue new opportunities to tie dealers directly into Helly Hansen’s marketing strategies.
For more information on Helly Hansen’s team and products, visit www.hellyhansen.com or call 425-378-8700 (U.S.), or (604) 585-1494 (Canada).