Cotopaxi, a “Gear for Good,” B-Corp adventure lifestyle brand, filled two key leadership positions: Craig Rowley (CMO) and Sara Westbrook (SVP product & merchandising).
The hires come at a pivotal time, as Cotopaxi seeks to:
- Empower people to see the world and make it better.
- Elevate its brand direction.
- Expand across its channels (wholesale, retail, e-commerce, corporate and international).
- Introduce inclusive, authentic and innovative products to inspire outdoor adventure while advancing its foundational mission to fight poverty both in the U.S. and abroad.
As Cotopaxi continues to evolve as a market leader in outdoor gear, Rowley will be responsible for steering marketing strategy with a focus on elevating brand presence across all consumer touchpoints. He brings experience in driving omni-channel marketing strategy to promote retail and e-commerce growth for brands such as Nike, Mountain Hardwear, Shutterfly, Toyota and – one of Cotopaxi’s key wholesale partners – REI.
“I’m excited to work alongside our talented Cotopaxi team to continue to build our vibrant community of brand enthusiasts,” said Rowley. “Cotopaxi has always been about redefining what it means to be an outdoor brand. We are doubling down on that strategy as Cotopaxi continues to lead with bold, innovative gear and apparel to fuel adventures near and far.”
In parallel, Westbrook will lead product strategy, guiding development of unique outdoor gear and apparel that reflects the brand’s purpose and evolving customer need. Drawing on years of experience with brands such as Marine Layer and J.Crew, she will ensure that Cotopaxi continues to deliver products that balance design, durability and sustainability.
“Thoughtful product curation and innovation is at the heart of what we do,” said Westbrook. “Our team is focused on creating products that enable and welcome people to the outdoor experience while minimizing environmental impact. I’m excited to work with the team to deliver products that solve problems for our customers, evoke joy and optimism and champion the values we stand for.”
Additionally, Cotopaxi announced that its founder, Stephan Jacob – who held the COO/CTO role for the past 10 years – will transition to a chief global/business development officer role, overseeing growth in Canada, Europe, Asia and LATAM, as well as corporate and marketplace channels.
“These have been our founding principles since day 0 and I am beyond grateful that Sara and Craig have joined our team,” said Jacob. “Their tremendous expertise and hands-on leadership will allow us to expand Cotopaxi’s reach and impact globally during this next decade of brand building.”
“Product excellence and brand integrity go hand in hand,” said Lindsay Shumlas, Cotopaxi CEO. “With Craig and Sara on board and Stephan in a global growth role, we are poised to not only expand our product offerings but also deepen the impact we have on the environment and the communities we serve. Their leadership will be instrumental in amplifying our mission and creating lasting change in the outdoor industry here in the US and abroad.”
Under their leadership, Cotopaxi will continue to prioritize environmental sustainability, ethical manufacturing and a commitment to giving back. The Cotopaxi Foundation plays a crucial role in funding initiatives that center around global poverty alleviation, human rights, education, clean water and livelihoods in the developing and developed worlds.
