The competition is fierce in the ski industry. There are numerous mountains to choose from and even more brands  that help make the skiing/riding experience all the better. Just in the last few weeks, several ski companies have made changes in their marketing teams in hopes of edging out the competition and making effective use of social business. Here is a list of some big new hires:

Yakima named Bobbie Parisi as its new Global Marketing Director on July 26th. Boasting a resume that includes footwear goliath Nike, and outdoor footwear company Keen, her new position will involve “digital marketing, retailer communications, branding integration, public relations, grass root events and strategic partnerships” as stated by

Hestra Gloves is outsourcing their communications and public relations efforts to 8150 Consulting out of Vail, CO lead by Beth Jahnigen Pappas and Jamie Wilson Gunion. Hestra also hired Nick Moscia from Denver, CO as an independent consultant to oversee their online marketing.

Scarpa, my only choice for telemark boots, has hired Colleen Nipkow as their new marketing manager. Coming from Black Diamond, Nipkow has a solid understanding of the outdoor industry; coupled with Verde PR, Scarpa is sure to remain in spotlight for delivering high quality products.

Finally, Vail Resorts has hired Kirsten Lynch as their new chief marketing officer. This massive position will include brand marketing, advertising, customer relations management, market research, pricing, e-commerce, online marketing and strategic alliances. Formerly of PepsiCO and Kraft Foods, her vision can only propel Vail Resorts farther as a both a brand and resort operator.

Already equipped with sterling reputations in the world of outdoor retail and resort operations, I am excited to see how these additions will effect our beloved skiing community. Please leave a comment and let me know your hopes and fears.