Johnson Outdoors Hires New Brand Manager for Watercraft Division


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A paddling company without a marketing head can be like a paddlecraft without a rudder. That short period is over for Johnson Outdoors, which is proud to announce the hiring of Ryan Lilly as the new marketing director for their Watercraft division.

“We interviewed dozens of extremely qualified candidates for this position,” says David Hadden, Brand Director – Watercraft, Johnson Outdoors. “Ryan has the best marketing skills mixed with the passion and personality that drive our team to be the very best at what we do.”

Lilly assumed the helm June 13, with responsibility for the Old Town, Ocean Kayak, Necky, Carlisle, and Extrasport brands.

Lilly’s professional background includes experience in brand management, strategic partnerships, sponsorships, events, retail marketing, creative strategy, graphic design, digital marketing, cross-promotional marketing, trade shows, and business development. Most recently, the University of Maine graduate worked as marketing and brand manager for DeLorme (a Garmin brand), successfully positioning their inReach, Earthmate and Atlas lines across 13 outdoor, adventure and professional market segments. His experience in the outdoors industry also includes five years in global marketing with K2 Snow, where he worked on brand initiatives and managed sponsorships, partnerships, trade shows, and media/promotional events.

Outside the office, Lilly is an active snowboarder, angler, hunter, and camping/paddling enthusiast, who enjoys sharing these activities with his wife and two young sons.

“Ryan Lilly’s understanding and passion for the outdoor, fishing and watercraft category positions him as the perfect ambassador for the Old Town watercraft brand. We are excited to welcome him to our marketing team Johnson Outdoors team!” adds Hadden.

Says Lilly: “I’m excited to join such a legendary company with such an authentic brand history. Growing up as an avid outdoorsman in Maine, I’ve spent a significant amount of my life hunting, fishing and recreating in an Old Town canoe. As crowded as the paddle industry is today, Old Town stands apart as providing a truly functional, high-quality product, made by talented craftspeople right here in Old Town, Maine, USA. Not only does the brand signify strong American heritage, but innovation in the form of products like the Old Town Predator XL Minn Kota. That’s a great place to be. I’m just proud to be apart of it. ”

Johnson Outdoors’ paddling brands include Old Town Canoes and Kayaks; Ocean Kayak, Necky Kayaks; Carlisle Paddles; and Extrasport.

Staff Post
Paddlers writing about all things paddling.


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