GOLDEN, Colo. (BRAIN) — Yeti Cycles has hired Janette Sherman to serve as its marketing manager. The company said Sherman's role includes ensuring the overall Yeti brand experience is seamless, consistent and high caliber through all channels. Sherman will also work with the Yeti marketing team to maximize marketing efforts through the demo and Yeti race team programs.
Sherman comes to the company with nearly 10 years in outdoor industry experience, with four of those in the bike industry. She also has marketing experience in high tech, health care and beverage industries.
Yeti's president, Chris Conroy, said the addition of this position was vital to the continued growth of the brand. "We're growing in double-digit percentages right now and being more strategic with our overall marketing plans and implementation will be key to our continued success," said Conroy.
Conroy added that Sherman brings new energy to Yeti, a clear passion for mountain biking and an affinity for attracting more women to the brand and the sport of mountain biking through the company's women's line, Yeti Beti.
"Janette is a strong marketer and she understands our commitment to high-end product and the nuances of the Yeti brand," said Conroy. "We are excited to see what she does in the coming years."
Prior to Yeti Cycles, Sherman worked at Giant Bicycles in various positions, including U.S. marketing manager and global communications manager for the company's women's brand, Liv.
