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CONTACT: Lauren Counter, CGPR
781-639-4924, Ext. 112
Joel Grabenstein, Yakima
YAKIMA VEHICLE RACKS NAMES BOBBIE PARISI
DIRECTOR OF GLOBAL MARKETING
BEAVERTON, Ore. (July 27, 2011) â€“Yakima, manufacturer of vehicle rack solutions for boats, bikes, camping, winter sports gear, and cargo options, today named Bobbie Parisi as director, global marketing, effective immediately.
In this position, Parisi will be responsible for U.S. and international marketing initiatives, continuing the momentum Yakima experienced during the past year producing record sales. She will oversee all aspects of marketing including digital, retailer communications, branding integration, public relations, grass root events and strategic partnerships.
Parisi comes to Yakima with more than 25 years of experience in building global brands. Prior to Yakima, Parisi worked with established outdoor and consumer brands including Dr. Martens, Horny Toad, Jose Cuervo, Keen, Nau and Nike.
â€œBobbie’s proven track record in brand building is exactly what Yakima needs right now,â€ said Ron Ten Berge, senior vice president and chief marketing officer for Yakima. â€œWith our recent acquisition of Hubco, the launch of Whispbar, our increased global presence and enhanced digital initiatives, Bobbie’s expertise will be a tremendous asset to our growth. We are thrilled to have her join the Yakima team.â€
Parisi’s professional awards including being named one of the â€œ50 Most Innovative Marketersâ€ by Advertising Age for her work with Keen’s â€œSTANDâ€ sustainability program and as Brandweek’s â€œMarketing’s Most Wantedâ€ for her work with Jose Cuervo. Parisi has also served on the board of the Outdoor Industry Association.
She has a B.S. degree in marketing from St. Cloud State University and is often found skiing, golfing or hiking.
About Yakima: Yakima is a world leader in the design and manufacture of cargo management equipment solutions for families and outdoor enthusiasts. Yakima’s products include: vehicle racks for bikes, kayaks, snow sports equipment and gear, multiple lines of cargo boxes and bags for a variety of needs, as well as high performance multi-sport trailers. Whispbar by Yakima, the quietest and most fuel-efficient vehicle rack on the market, is the latest addition to the Yakima product line, reducing wind drag by up to 70%. Yakima Products is headquartered in Beaverton, Oregon. For more information, visit www.yakima.com.