Cotopaxi, a Salt Lake City-based outdoor gear company, has announced key changes to its leadership team. Craig Rowley has been appointed as the new Chief Marketing Officer, while Sara Westbrook will take on the role of Senior Vice President of Product and Merchandising. Rowley brings extensive experience from his previous roles at Nike, Mountain Hardwear, Shutterfly, Toyota, and REI.
He aims to enhance Cotopaxi’s marketing strategy and consumer presence. Cotopaxi has always been about redefining what it means to be an outdoor brand. We are doubling down on that strategy as Cotopaxi continues to lead with bold, innovative gear and apparel to fuel adventures near and far,” said Rowley.
Westbrook, who has worked at Marine Layer and J. Crew, will focus on developing unique outdoor apparel and gear that align with Cotopaxi’s mission of sustainability.
Cotopaxi leadership team expands vision
Thoughtful product curation and innovation is at the heart of what we do. Our team is focused on creating products that enable and welcome people to the outdoor experience while minimizing environmental impact,” shared Westbrook. Cofounder Stephan Jacob will transition into the role of Chief Global and Business Development Officer, overseeing the brand’s expansion efforts in Canada, Europe, Asia, and Latin America.
CEO Lindsay Shumlas noted the new leadership team’s broad experience as pivotal for Cotopaxi’s future growth. Cotopaxi plans to expand its product lines, including updates to the Allpa travel line, the Fuego down puffer jacket, and the Contiguo collection made from deadstock fabrics. The Contiguo collection reflects the company’s commitment to sustainability and innovation.
As Cotopaxi continues to evolve from its roots as a backpack brand to a more diverse outdoor gear company, Rowley’s immediate focus will be on building relationships within the community and enhancing Cotopaxi’s wholesale partnerships, which currently constitute about half of the company’s business. Founded 10 years ago, Cotopaxi is known for its colorful backpacks, outdoor gear, and its ethical mission statement: Gear for Good. The brand remains dedicated to sustainable and purpose-driven products as it embarks on this new chapter of growth and innovation under its expanded leadership team.
