|
Muskegon, MI – Many of today’s outdoor companies are choosing to import non-endemic executives. In our enthusiast-driven industry, the experiment often results in varying degrees of customer disconnect – something that seems to be evident to everyone but those steering the ship.
Great things happen when exceptional outdoor brands attract equally exceptional leadership who understand the unique passions of hunting and shooting customers. That’s why Nexus Outdoors, parent company to the ScentLok, Blocker Outdoors, OZ by ScentLok, Hard Core Apparel, Whitewater, American Range Systems and Tree Spider brands, has recently hired just such an individual – Rebecca Arellano – as Vice President of Design and Technical Development.
Arellano earned a B.A. in Textiles and Apparel from the University of Northern Iowa, and has worked the last 18 years in the outdoors apparel industry, including 11 years at Cabela’s. Most recently, she has put her significant experience to work consulting with retail companies and brands to establish best-in-industry product development methods including research, design, development and evaluation. Translation? Enhancing product lines to give consumers what they really want, while achieving increased sales penetration and margin for her clients.
|
In her new role as VP of Design and Technical Development at Nexus Outdoors, Arellano will lead product design and technical development initiatives to drive innovation, brand integrity, quality and profitability for Nexus Outdoors. “It takes evolving daily processes and sustained effort to deliver winning products to market and, ultimately, sell them to sporting consumers, says Arellano, who will be working closely with Nexus Outdoors Sr. VP of Product, Dale Douglas. “Dale is a visionary of what’s needed in the industry. A big part of my job will be to take his team’s design concepts, technologies and performance specifications and apply aesthetics… getting the products manufactured to look right, fit right and function as intended.” Executing careful brand strategy and communicating with consumers is critical to increasing brand awareness and loyalty. “Ultimately, marketing is about selling product, and one of the best ways to get there is by making sure potential customers understand the various ways a particular product – or group of products – can increase their success, satisfaction, comfort or enjoyment,” Arellano says. “It isn’t enough to simply make the most effective scent-control hunting apparel available and put it on the racks and shelves. Customers need to know what your product can help them achieve, then they’ll go looking for it.” “Our company is growing, but we’re still relatively small… and exceedingly nimble by design,” says Nexus Outdoors President, Aaron Ambur. “Our customers recognize and demand authenticity, so that plays a big role in our hiring and growth strategies. We’ve enjoyed a great relationship with Rebecca and her consulting practice over the past year and couldn’t be happier about having her on our team full time. She’s extremely process-oriented and knows the outdoors apparel industry inside and out. It’s a big win for Nexus Outdoors, but an even bigger win for our customers, and we’re all really excited about the future.” When she isn’t working, Arellano spends ample time boating with her family and volunteering for her kids’ sports teams and clubs. She’s also an avid angler and hunter with a penchant for fly fishing and upland game. Arellano began her job at Nexus Outdoors on February 1. |
|
|
