RYU names new marketing director
Canadian athletic apparel brand RYU Apparel Inc. announced on Thursday the appointment of Zachary Beers as its marketing director.
In his new role, Beers will be responsible for leading RYU's omni-channel marketing efforts to attract and retain RYU consumers. As he develops RYU's consumer-centric marketing strategy around its "Movement Matters" brand mantra, Beers will also oversee all supporting online and offline efforts across the RYU ecommerce website, social media, paid media, email, printed catalogues, retail stores and other channels.
In particular, his focus will be on a digital-first strategy that supports the company's foundational ecommerce business, while integrating retail through in-store activations to create a seamless online and offline shopping experience.
"Zach's energy and drive are palpable," said RYU's COO Rob Blair. "His quick, iterative thinking and omni-channel marketing experience will help us expand our audience and attract true brand loyalists during this exciting phase of growth for the company."
Beers joins RYU as a retail brand marketer with more than 10 years of experience. He has managed more than 50 marketing campaigns, launched over 20 retail stores and helped grow direct-to-consumer revenue from $1 million to $500 million for Arc'teryx, an outdoor clothing and equipment company.
"I'm a mountain sports enthusiast, and I apply that same passion and calculated risk-taking to marketing. I'm thrilled to join the RYU team, and look forward to shaping the future of this brand,” Beers added.
RYU experienced years of rapid growth before putting the breaks on expansion plans in February 2020. Since then, the Vancouver-based athletic brand has successfully raised $4.8 million.
It has also since made changes to its executive team. Following the resignation of the brand's founding CEO Marcello Leone, Cesare Fazari was named chairman of the board and CEO, in April 2020. It then hired Alex McAulay as RYU's CFO in November 2020 and Blair as COO in March 2021.
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