BlackStrap Names VP of Brand Management, Brand Director

BlackStrap, a manufacturer of face gear, base layers and accessories for winter sports, anglers and outdoor recreationists, has promoted Jim Sanco (left) to Vice President of Brand and Marketing and hired Randy Torcom (right) as its Brand Director.

“The promotion of Jim Sanco to VP of Brand and Marketing has been a long time coming. Randy comes to us with a vast amount of knowledge and will help BlackStrap write the next chapter of our brand story. I was told once ‘hire people who are smarter than you, whose talents surpass yours, give them the opportunity to lead and grow, and the bi-product will be amazing.’ We are there and I am truly excited for the future of BlackStrap,” said Abe Shehadeh, BlackStrap Founder & CEO

Sanco was BlackStrap’s first employee working out of the company’s original headquarters (a side room in Shehadeh’s house). He has held the title of Brand Manager since 2010 and has helped take this garage brand from a small startup to one of the strongest, most recognized, brands in its respective categories. In his new role, Sanco will step into a senior position as BlackStrap expands its operations and footprint globally.

To fill Sanco’s shoes, BlackStrap hired Torcom. He will be charged with guiding BlackStrap’s global brand strategy, overseeing marketing and creative for brand development, experiential marketing, ambassador programs and industry partnerships.

Torcom is a seasoned outdoor industry veteran of more than 20 years. His most recent position was Vice President of Marketing for RideConcepts and has a myriad of Snowsport’s industry experience from his time with Burton as VP of Brand Marketing and Dakine as the Snow Marketing Manager.


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