Baffin Appoints Jessica Liut as New Vice President of Marketing to Drive Brand Growth
Baffin, a well-known leader in cold climate footwear and apparel, has announced the promotion of Jessica Liut to the role of Vice President of Marketing. This decision solidifies the executive team’s strength and aligns the marketing, eCommerce, and customer experience initiatives under a single, innovative vision. Jessica has been with Baffin since 2020, and her contributions have been instrumental in enhancing brand visibility and fostering strong connections with both consumers and retail partners. Her work has significantly advanced Baffin’s marketing efforts during a transformative period, helping to solidify the brand's presence in Canada and internationally.
In her previous role as Director of Marketing, Jessica played a pivotal role in launching global campaigns and high-impact partnerships that not only bolstered Baffin’s reputation but also improved the company's market strategies. Under her leadership, Baffin successfully implemented international shipping capabilities and revamped Baffin.com to better serve both retail and wholesale markets. Furthermore, her initiatives have led to deeper engagements with consumers, growing the company’s customer experience workforce and programs.
A fundamental aspect of Jessica's leadership is her commitment to fostering a workplace culture that aligns with Baffin's core values. She has spearheaded both the People & Culture and Corporate Citizenship Employee Action Groups, which emphasize inclusivity and community involvement within the organization.
Mark Hubner, Senior Vice President at Baffin, expressed his enthusiasm for Jessica’s promotion, noting her dynamic leadership qualities that successfully blend creative vision with strategic commercial execution. Hubner highlighted Jessica’s ability to inspire those around her, and her role as a champion for a strong and positive corporate culture.
Reflecting on her new responsibility, Jessica expressed her honor in taking on the role and her excitement for the future. "For the last five years, I have had the privilege of helping tell Baffin's story — one rooted in innovation, community, and adventure. Each milestone has been part of an incredible journey, and every experience has strengthened my belief in what makes this company so special," she stated. Jessica's passion for storytelling and exploring new market frontiers will undoubtedly shape the next chapter for Baffin.
The promotion of Jessica Liut marks a continued commitment by Baffin to nurture talent from within while propelling the brand towards global recognition. Based in Stoney Creek, Ontario, Canada, Baffin continues to innovate, focusing on technically advanced footwear and high-performance apparel designed for extreme environments. As Baffin positions itself to lead in the Outdoor, Industrial, and Hunt and Fish categories, Jessica’s fresh approach is set to further elevate the brand's presence, ensuring that it remains true to its Canadian roots while expanding its reach worldwide.
In her previous role as Director of Marketing, Jessica played a pivotal role in launching global campaigns and high-impact partnerships that not only bolstered Baffin’s reputation but also improved the company's market strategies. Under her leadership, Baffin successfully implemented international shipping capabilities and revamped Baffin.com to better serve both retail and wholesale markets. Furthermore, her initiatives have led to deeper engagements with consumers, growing the company’s customer experience workforce and programs.
A fundamental aspect of Jessica's leadership is her commitment to fostering a workplace culture that aligns with Baffin's core values. She has spearheaded both the People & Culture and Corporate Citizenship Employee Action Groups, which emphasize inclusivity and community involvement within the organization.
Mark Hubner, Senior Vice President at Baffin, expressed his enthusiasm for Jessica’s promotion, noting her dynamic leadership qualities that successfully blend creative vision with strategic commercial execution. Hubner highlighted Jessica’s ability to inspire those around her, and her role as a champion for a strong and positive corporate culture.
Reflecting on her new responsibility, Jessica expressed her honor in taking on the role and her excitement for the future. "For the last five years, I have had the privilege of helping tell Baffin's story — one rooted in innovation, community, and adventure. Each milestone has been part of an incredible journey, and every experience has strengthened my belief in what makes this company so special," she stated. Jessica's passion for storytelling and exploring new market frontiers will undoubtedly shape the next chapter for Baffin.
The promotion of Jessica Liut marks a continued commitment by Baffin to nurture talent from within while propelling the brand towards global recognition. Based in Stoney Creek, Ontario, Canada, Baffin continues to innovate, focusing on technically advanced footwear and high-performance apparel designed for extreme environments. As Baffin positions itself to lead in the Outdoor, Industrial, and Hunt and Fish categories, Jessica’s fresh approach is set to further elevate the brand's presence, ensuring that it remains true to its Canadian roots while expanding its reach worldwide.
Topics Consumer Products & Retail）
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