Helmet and goggle brand Sweet Protection has named Atle Enberget as its director of sales and marketing as part of an effort to streamline two essential departments in 2020 and beyond.
Enberget is based out of Sweet Protection’s corporate headquarters in Trysil, Norway, and has been with the company since its founding in 2003. He has held various jobs for the company during those 17 years, including the most recent position of director of international sales. He will now inherit the additional responsibilities of running the company’s international marketing arm.
“I’ve been part of this brand since we started, so it’s not really work anymore, it’s a lifestyle,” Enberget said. “When you join the forces of sales and marketing and start pulling in one direction, and you agree on ideas for where the company is headed and the bigger picture, that makes sense for the entire organization.”
Enberget’s change in responsibilities means he will spend more time focused on running the company’s marketing department, especially as the company looks to build on its strong resonance in the North American market. Sweet Protection expects to unveil new lines of their signature high-performance goggles and helmets this summer and next winter.
“The way going forward is together, with one mutual goal,” Enberget said. “We’re a small company, and we’re better prepared when we’re lean, quick and smart when it comes to making decisions.”
