Austin, Texas (January 7, 2019) — YETI today announced the appointment of Melisa Goldie to the newly created role of Chief Marketing Officer, effective immediately. Ms. Goldie will report to Matt Reintjes, President and Chief Executive Officer of YETI.
Leveraging her extensive brand strategy and marketing experience, Ms. Goldie will be responsible for crafting, articulating and driving the global brand marketing and creative vision for YETI including its direct to consumer business. She will bring together YETI’s brand, creative, digital, e-commerce and customer experience teams, in order to further position the business for continued long-term growth.
Most recently, Ms. Goldie served as a strategic brand marketing consultant utilizing her broad and comprehensive experience in growing successful brands. She previously served as the Global Chief Marketing Officer of Calvin Klein, Inc., where she was responsible for all consumer-facing marketing initiatives for the iconic $8.5 billion lifestyle brand. After being hired by the Company’s founder in 2001, Goldie spent 15+ years rising through the Calvin Klein organization, where she built and drove the profile of the brand, as a strategic, creative leader and key member of the executive team.
Mr. Reintjes commented, “We are thrilled to have Melisa join the team. She brings a depth of knowledge and leadership in brand strategy, digital and experiential consumer engagement, and innovative product marketing. Melisa’s experience will be a valuable asset to our team as we continue to drive YETI’s growth.”
Ms. Goldie stated, “I am extremely excited to be joining a company with such a powerful brand and passionate consumer following. I look forward to working with YETI to continue to build global brand awareness through new product introductions and an expanded audience, in dynamic and creative ways.”
Prior to her tenure at Calvin Klein, Ms. Goldie held executive positions at respected consumer advertising agencies and graduated with honors from New York’s Pratt Institute with a Bachelor of Fine Arts degree in Photography and Art Education.
YETI is a rapidly growing designer, marketer, retailer, and distributor of a variety of innovative, branded, premium products to a wide-ranging customer base. Our brand promise is to ensure each YETI product delivers exceptional performance and durability in any environment, whether in the remote wilderness, at the beach, or anywhere else life takes you. We bring our products to market through a diverse and powerful omni-channel strategy, comprised of our select group of national and independent retail partners and our DTC channel. By consistently delivering high-performing products, we have built a following of engaged brand loyalists throughout the United States, Canada, Australia, and elsewhere, ranging from serious outdoor enthusiasts to individuals who simply value products of uncompromising quality and design. Our relationship with customers continues to thrive and deepen as a result of our innovative new product introductions, expansion and enhancement of existing product families, and multifaceted branding activities.