Press Releases

SmartWool Shuffles Marketing Department

SmartWool is pleased to announce that Carol Davidson will be taking the reins as Creative Director and Gardner Flanigan has been promoted to Marketing Director.

SmartWool is pleased to announce a restructuring of the Marketing Department with Carol Davidson taking the reins as Creative Director and Gardner Flanigan promoted to Marketing Director. In a never-ending quest to grow and improve processes within SmartWool to best serve retailers and customers, SmartWool has created the new Creative Director position and evolved the Marketing Director position to better address the changing demands of a global customer base and competitive landscape.

“Our goal in promoting these two highly talented people is three fold,” said Mark Bryden, President of SmartWool. “Develop a structure that can support SmartWool growth in the near and long term for both current and future brand and product opportunities. Improve the ability of the marketing department to intersect with the SmartWool business process, thus creating stronger alignments with sales and marketing; and creative and product development. And finally, to create career paths within the department where limited future paths existed and create better opportunity for work/life balance,” Bryden continued.

As the new Creative Director, Ms. Davidson will move from her current position as Marketing Director to lead the top level global creative strategy and execution for the SmartWool® brand, including brand vision, visual merchandising, creative management, advertising, and collateral. Carol will remain the Marketing Department point on the Leadership Team.

In his new role as Marketing Director, Mr. Flanigan will lead top level global planning and strategy for marketing the SmartWool® brand, which includes retail, trade, PR, and field marketing. Gardner will join the management team and both he and Ms. Davidson will report to the President effective immediately

“Mr. Flanigan has had many roles in SmartWool’s Marketing Department over the past ten years, most recently as Communications Manager. We’re thrilled that Gardner has accepted the position of Marketing Director,” said Bryden. “He has been responsible for the development of many of the marketing initiatives that have helped cement SmartWool as a leading brand in the outdoor industry. Some of these include SmartWool’s strategy development & communication planning, development of the SmartWool Advocacy Program and many other significant initiatives. Gardner truly embodies the SmartWool® brand, philosophy, personality and heritage.”

A wholly owned subsidiary of The Timberland Company, SmartWool is a leading performance brand of wool-based apparel, socks and accessories. Nothing can compare to SmartWool® products for the ultimate in performance, comfort and easy care. SmartWool® fiber is superior at vaporizing moisture, controlling temperature and odor and is guaranteed not to shrink. It’s also a renewable resource that illustrates the design genius of evolution. For information on the full range of SmartWool® products or to find a dealer near you, please log onto SmartWool’s award winning website: or contact Alli Noland, Stanwood & Partners PR, via phone at 307-733-1514 or via email at