Columbia Sportswear Company has appointed Pri Shumate as Chief Marketing Officer for the Columbia brand. Shumate will serve in the position from March 14, the outerwear supplier announced on Wednesday. She will report directly to Columbia President Joe Boyle.
“Pri is a consumer-centric marketing executive with global experience in meeting needs,” said Boyle. “I am confident that her background and dynamism will help fuel the company’s continued growth.”
Shumate most recently worked for the vacation rental platform Airbnb as Head of Marketing Experiences & Olympics, according to her Linkedin profile. Prior to that, she was Marketing Director for the World Surf League. She also worked in various marketing positions for the US sports goods retailer Nike and for the surf brand Hurley.
“I am very excited to grow the Columbia brand and business through diversifying and expanding our customer base,” said Shumate. “I hope to educate people about the quality of our products, our brand values, and leverage the creativity of our team to inspire people to get outside and fulfill Columbia’s mission of making the outdoors accessible to all.”