Arctic Cat Inc. (NASDAQ: ACAT) [on Monday] announced two strategic hires into newly created roles and a promotion, as the company builds its sales and marketing capabilities for the future under new president and CEO, Chris Metz. Effective immediately, Greg Williamson joins Arctic Cat as its first-ever chief marketing officer, while Brit Reich joins as vice president of North America sales. Mike Webster has been promoted to director of North America sales.
The roles of chief marketing officer and vice president of North America sales have been created at a time when Arctic Cat is positioning itself for future growth and an increased focus on customer engagement to drive sales.
“Greg joining Arctic Cat at this pivotal point elevates the importance of marketing for the organization,” stated Metz. “I have witnessed firsthand Greg’s strategic vision, mastery of the contemporary marketing toolbox, and leadership qualities necessary to oversee and cultivate the Arctic Cat brand.”
In his new role as chief marketing officer, Williamson is responsible for positioning the Arctic Cat brand to generate future growth and develop a world-class, customer-focused organization that aligns the company around brand and marketing strategies, and promotes consumer awareness and engagement. In his former role as chief marketing officer at Spectrum Brands, Home Improvement, he led the product, channel and brand strategies for several industry-leading hardware brands, including Kwikset, Baldwin, Weiser, and National Hardware. Williamson holds a B.A. from Louisiana State University and an M.B.A. from the University of Texas.
Reich is responsible for developing and implementing sales and dealer strategies to increase market share, and focus on geography-centric initiatives, in his role as vice president of North America sales. These initiatives include increasing product and brand recognition in local markets where Arctic Cat believes it is underrepresented. Reich was formerly the executive vice president of sales at American Recreation Products, where he was responsible for global sales of outdoor equipment and apparel, including Kelty, Sierra Designs, Slumberjack and Wenzel brands, creating and executing go-to-market strategies. Reich holds a B.A. from San Diego State University. “Brit is an experienced senior sales leader, sharp business person and skilled collaborative problem solver. Arctic Cat will benefit greatly from his leadership, insight and work ethic,” said Metz.
Also as part of Arctic Cat’s strategic sales and marketing moves, Webster, who was formerly Arctic Cat’s Eastern region sales manager, was promoted to director of North America sales. Webster has a strong track record of identifying market growth opportunities and delivering outstanding results. In his new role, Webster will oversee Arctic Cat’s entire field sales force in the United States and Canada. Metz commented, “Mike is a seasoned and respected sales veteran who has extensive power sports industry experience and a history of success in sales, dealer and market development.”