Columbia Sportswear appoints chief marketing officer
Outdoor apparel brand Columbia Sportswear Company has appointed Pri Shumate as chief marketing officer for the Columbia brand.
Due to take up her post on 14 March, she will report to Joe Boyle, executive vice president and president of the Columbia brand.
Shumate has been working as head of marketing experiences and Olympics at Airbnb since 2020, but prior to that was chief marketing officer at World Surf League and also worked in senior brand and marketing roles at Nike.
Boyle said: “Pri is a consumer-obsessed marketing leader with global experience in demand creation. I feel certain that her background and dynamism will help drive continued growth for the company.”
Tim Boyle, chairman, president and chief executive of Columbia Sportswear, added: “We are excited to have Pri join our team leading the marketing efforts in the largest brand in our portfolio. Having a leader of her calibre will pave the way for an even better 2022.”
