Impact-driven adventure lifestyle brand, Cotopaxi, welcomes new Chief Brand Officer Brad Hiranaga as the latest C-suite executive to join the team during an exciting year for brand growth. Hiranaga joins Cotopaxi from his most recent post as Chief Marketing Officer of General Mills, where he spent five years building some of the most loved brands in the world and transforming marketing to create remarkable experiences for people.
Over his 18-year career at General Mills, Hiranaga led and grew a $2 billion business unit, expanded and integrated e-commerce into all brands in the portfolio, digitized the “Box Tops for Education” loyalty program, and established the mission for General Mills: Be a Force for Good.
His ability to build inspired, high-performing teams motivated to deliver bold marketing ideas that solve real problems, grow businesses and shape culture set him apart for the position.
“Cotopaxi is poised for a meteoric ascension as an impact-driven adventure brand, and Brad is the perfect fit to help drive us through the next phase,” explains Davis Smith, Founder and CEO. “We’re thrilled to have his expertise and insights, and to bolster what has been — and will be — an exciting period of exceptional new hires and growth.”
Hiranaga is charged with building the next iconic global outdoor brand, driving the continued high-trajectory growth of Cotopaxi, and creating a cultural movement behind Cotopaxi’s mission of fighting extreme poverty, inspiring adventure, and moving people to do more good. Hiranaga will be responsible for Cotopaxi’s brand purpose, experience, and image. He will oversee marketing, advertising, creative, design, community, experiences, public relations, and activation.
He officially started in September. He is based out of Minneapolis, thanks to Cotopaxi’s employee-centered flexible and remote work policies. In addition to working with Smith, Hiranaga will work closely with Damien Huang, President of Cotopaxi; Cindy Grönberg Moldin, Vice President of Brand; and Sam Ricks, Vice President of Creative Design, to strategically build and expand the Cotopaxi brand and create a cohesive customer experience. Outside of work, Hiranaga enjoys being a dad to two teenage boys, coaching basketball, and spending free time outside surfing, wakeboarding, golfing, and skiing.
Hiranaga is the third heavy-hitter leadership acquisition for Cotopaxi in the last six months. President Damien Huang joined the team in May having previously served as CEO of Eddie Bauer. More recently, Grace Zuncic began her tenure as Chief People and Impact Officer following decades of experience driving strategic workplace practices and impact-driven initiatives with companies like Chobani.
For more information please visit https://www.cotopaxi.com
