Electric, which has undergone significant changes in leadership, staff, and brand direction in the past several years, has made additional adjustments to its sales structure.
Snowy Lonsway, previously director of core footwear sales at Vans, is the new Electric Director of Sales for North America.
Meanwhile, two sales executives recently departed the company: Colin Madden, Global VP of Sales, who joined in Sept. 2013; and Cary Tatro, Western Sales Manager, who joined Electric in Oct. 2013.
Zach Boon, a former Nike marketing executive who was named Electric Global VP of Marketing in January of this year, also exited Electric several months ago.
Electric CEO Eric Crane declined to comment on the departures, but said via email that he wanted to thank those that have exited for their contributions to the re-organization of the brand.
Electric is owned by French luxury conglomerate Kering, which has invested a significant amount of money to reposition the brand and revamp its staff in the past few years.
See Page 2 for the official press release about Snowy’s hiring
Press Release:
ELECTRIC APPOINTS DIRECTOR OF SALES NORTH AMERICA
SAN CLEMENTE, CA – Electric announced today that Jeremy “Snowy” Lonsway has joined the company as Director of Sales, North America.
“Electric is the perfect fit for me. Born and raised in Orange County, California, I was heavily influenced by the 80’s youth culture of skateboarding, surfing, snowboarding and punk rock music. Electric’s athletes, ambassadors and internal teams are a true embodiment of core youth culture. I am looking forward to working with like-minded people, some that I have known for the majority of my life, and the opportunity to be closer to my family.” – Jeremy “Snowy” Lonsway
“I have had the privilege of knowing Snowy for over 10 years. He brings with him a combination of positive energy and category experience that is perfect for where the brand is today. The Electric brand has been built on positive energy and relationships, Snowy’s proven leadership will ensure this momentum well in to the future.“ – Eric Crane, CEO
ABOUT JEREMY “SNOWY” LONSWAY
Snowy brings more than 15+ years of experience, previously Sales Representative at Globe Shoes & Ezekiel Clothing, National Core/Specialty Sales Manager at O’Neill Clothing and most recently Sales Director of Footwear at Vans Shoes.
ABOUT ELECTRIC
Electric is a global, premium sport and lifestyle accessory brand rooted in Southern California’s rich action sports, music, art and customization culture. Electric designs and markets an extensive line of watches, sunglasses, snow goggles, snow helmets, bags, apparel and accessories throughout the globe. In 2011, Electric became part of the Kering group, a world leader in apparel and accessories.
For more information on Electric please visit: electriccalifornia.com
