Rebuilt PENN's brand direction.
I modernized positioning and storytelling around the saltwater fishing lifestyle, reconnecting with core consumers while creating relevance for new audiences.
General Manager / Brand Director
PENN & Van Staal
I led the reinvention of a 90-year-old saltwater icon, with full P&L ownership.
- $95M+
- P&L
- 90+ years
- of brand heritage
- 3 tiers
- premium, mid, entry
- Scope
- From upstream R&D to global go-to-market. Owned product, pricing, promotion, brand and channel.
- Markets
- Global.
The situation
PENN has been trusted by saltwater anglers since 1932. My job was to make it matter to the next generation without losing the people who built it.
What I did
Turned positioning into portfolio strategy.
I developed expansion into tools, apparel, and gear, with clear differentiation across premium, mid-tier, and entry-level product lines.
Connected the story across touchpoints.
I brought brand direction into content, influencer partnerships, retail merchandising, and dealer activation rather than treating marketing as a separate campaign layer.