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Phyllis Grove promoted to key marketing role for Hydro Flask and OXO brands

Helen of Troy names the seasoned veteran to a key position where she will lead the brands’ marketing efforts and be on the leadership team for the company’s housewares division.


On the heels of its new venture into the outdoor kitchen category, Helen of Troy Ltd. has tapped a seasoned executive to lead marketing efforts for its housewares division.

The El Paso, Texas-based company this week appointed Phyllis Grove to the newly created position of senior vice president of marketing for housewares, whose headquarters are in Bend, Ore.

That division includes the insulated bottle brand Hydro Flask and the traditional housewares brand OXO, which last month announced an expansion into camp kitchen products through a new line called OXO Outdoor that will be sold exclusively at REI Co-op for two years.

Read more: Earnings recap: Outdoor businesses return with a vengeance in Q1

Grove, who served as vice president of marketing and ecommerce for Hydro Flask for the last five years, will head up marketing efforts for the two brands. The company said Grove, in this new position for the company, “will add the OXO brand to her purview and utilize her vast consumer goods experience to strengthen marketing approach and implementation across the division.”

Phyllis Grove
Helen of Troy Ltd., the parent company of Hydro Flask, has appointed Phyllis Grove to the newly created position of senior vice president of marketing for housewares.

“Phyllis has been a changemaker for the Hydro Flask brand since day one,” said Larry Witt, president of Helen of Troy’s housewares division. “Her ability to lead high-performing teams and understand consumer trends will positively impact the way we operate across the division. I am also thrilled to have her join the Housewares divisional leadership team and bring her strategic marketing vision for our brands to the forefront.”

Grove brings more than 30 years of brand marketing and leadership experience to the new position. She will report to Witt and will continue to be based out of the Bend office.

“I am excited to step into this new role in Housewares after an incredible five years leading marketing for Hydro Flask,” Grove said. “I look forward to building relationships with my OXO teammates and continuing to drive momentum with Hydro Flask. Both brands are rooted in innovative products, sharp teams, and rich stories, and I can’t wait to see what we all do together next.”

Grove has served on the Outdoor Industry Association board of directors since 2018 and is currently the board’s first vice-chair and the nominating and governance committee chair.