Brand Building Company Soldier brings on Russ Rowan as CMO


Boston, August 10th, 2015 – Soldier, an independent brand building company, has brought on Russ Rowan as CMO to further strengthen its competence in areas of business development and marketing communication.

Described by many as one of those rare business types that understands how to build powerful brand initiatives that directly increase top and bottom line growth, Rowan leads strategy with strong financial acumen. Most recently SVP of Global Sales and Marketing for the globally recognized ski apparel brand Spyder Active for the last six years.

Bobby Riley, CEO of Soldier, comments “We are excited to have Russ Rowan join the company and have him invested in our vision of transforming businesses with the power of brand. Our customers are looking for better ways to generate superior business performance with the brand building initiatives we create for them. Russ adds to our ability to develop innovative branding programs that deliver tremendous value to our customers and their worldwide market positions. It’s also noteworthy to say this was not an overnight decision for us. Russ and I have a long standing relationship. He and I were colleagues at Burton Snowboards over fifteen years ago in Marketing and Sales, respectively. Soldier has also served Russ as an ambitious leader, working to help him grow the brands he managed over the last ten years. More recently holding a seat on Soldier’s board of advisors. Russ is known by many as a fiercely passionate rainmaker and someone who knows how to forge great returns on his brand building investments — whether that be his time, ideas or resources, which I always respected about him. Russ truly understands and appreciates the holistic role of marketing as a comprehensive brand building plan and not just a bunch of disparate channel strategies arbitrarily coming together.”

Russ Rowan has a unique depth of experience in brand building from both financial and marketing perspectives. His career includes senior level brand leadership over the last 15 years for a host of iconic premium-performance brands worldwide.

As SVP Sales & Global Marketing of Spyder Active Sports, Russ lead a complete company restructure, new go to market communication platform and a complete sales reorganization. With an exceeding growth plan for five consecutive years, Rowan drove new found revenue and bottom line profit to the business with successful equity partner transition to well known Li & Fung. Taking the company from just a Ski focused offering to a lifestyle and fashion brand, Rowan was also able to transition the company into the highly competitive field of automotive, while signing on a roster of pop culture icons and athletes.

Rowan’s work at Spyder Active Sports is complimented by his previous VP Sales & Marketing role for Helly Hansen, an authentic brand born from the sea that has mountain sport credibility based out of Oslo, Norway. Russ was responsible for creating desire and increased growth in both US and Canadian markets. Preceding this, Rowan assumed an international sales manager position for the Burton Snowboard Company for five years and Sales Director at family-owned O’neil, a legendary California based surf company where he launched their winter sports category. This came on the heels of successfully repositioning Louis Garneau, a Canadian based premium cycling company as their head of Sales and Marketing.

Foundational to Russ’s achievements lies his competitive athletic background and family, Rowan is father to two boys. Rowan knows how to take raw talent and translate that into performance. As an early age entrepreneur, Rowan was both a retail store owner and sales rep, traveling the coast from San Diego to Santa Cruz to Ontario, Canada where he founded Wakestock, one of the world’s largest wakeboard events. Coincidentally, it was during this time that he developed a knack for planning large consumer and corporate events around brand.

Rowan comments, “Soldier is at its tipping point right now, a company that’s so diversified in so many unique ways, while their passion simply runs deep in design thinking, consumer experience and new revenue building projects for their customers. Honestly, I am at the time in my career where I like to personally invest, I truly believe in Soldier and what Bobby Riley has been building can go so far with their Brand Operating System focus, which is Soldier’s approach to transforming business with brand. What turned me to Bobby and what he and the Soldier team has built is their lean model to take on only the right premium-performance customer initiatives with huge interest and passion as if it was their own, while being experienced enough to strategically work the range of funded startups to larger, more intense clients in the larger corporate arena. My take is that the larger corporate companies are looking for fresher approaches that are more real on a more organic level and less of a mass produced structure, while still achieving the social and financial impact needed. I am more than eager to get invested into Bobby and his team, limitless and with no boundaries.”

# # #

For more information, please contact Jason Stevens at Soldier Design, jason@soldierdesign.com

Soldier is a brand building company with experts in strategy, product creation and marketing communication in areas of product design, digital, social, retail and activation. Soldier reimagines businesses with a comprehensive Brand Operating System(R) approach to message creation and delivery. Recognized and sought after for its creativity and cool-through thinking. Soldier customers are premium performance companies, ambitious enterprises and visionary individuals with millennial market regard.

Founded in 2002, Soldier operates from offices in Cambridge, Massachusetts with soon to be offices in Los Angeles, California.

Customers Include: Under Armour, Canada Goose, CenterStaging, Spartan Race, Burton Snowboards, Ministry of Supply, Jordan, Centerplate, Crocs, Xfund, Loopd, New Balance, Honeywell, The Tannery and Concepts brand.

Source: Soldier Design, LLC