Patagonia Works | Company Profile, Marketing Contacts, Media Spend, Brands
Patagonia, Inc. / Lost Arrow Corporation is a Ventura, CA, based clothing company, focusing mainly on outdoor clothing for men, women and children. Patagonia is a worldwide business that makes clothes for climbing - as well as for skiing, snowboarding, surfing, fly fishing, paddling and trail running.
|Main Telephone||(805) 643-8616|
|Main Fax||(805) 653-6355|
Patagonia Works ContactsContacts (5/21)
|Rick R.||President, Environmental Initiatives & Special Media Projects||CA|
Sample of Associated Brands
|Rose M.||Chief Executive Officer & President||CA|
|John C.||Vice President, Global Sales||CA|
|Cory B.||Vice President, Marketing||CA|
|Bill B.||Brand Creative Director||CA|
|Patagonia Inc. (apparel)||******|
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Score 64 - On the Brink: Patagonia names marketing, D2C VPs to lead growth
Subject: print, digital, social media, mobile, email marketing, direct
Company: Patagonia, the apparel arm of Patagonia Works, the holding company that encompasses Patagonia Provisions (food) and Patagonia Media (books, films and multimedia projects), as well. Patagonia ia headquartered in Venture, Calif.
Opportunity: Named Cory Bayers as marketing VP and Ryan Shadrin as VP of global D2C. Bayers is tasked with engaging communities "around the world" and broadening the company's reach globally, with specific responsibility for brand and creative direction, catalogs, social media, PR, film, book publication and communications. For his part, Shadrin will oversee development and growth of Patagonia's digital and in-store customer experience.
Sellers - look for outdoor enthusiast-focused dollars in print and digital channels here. Don't forget the preppy set, however, as I went to high school with a number of people who draped themselves in Patagonia clothing and have never seen the outdoors up close.
Q2 is traditionally Patagonia's highest spend period, so begin introductions now to secure revenue. Patagonia is a small ad spender, so those offering influencer and earned media extensions should have an advantage. Also, it should be noted that Shadrin has omnichannel and mobile experience, so adtech clients should look here for potential work/revenue.
According to Winmo, Patagonia handles media in-house.
Experience: Bayers most recently served as global brand creative VP and global brand manager for Lululemon, a position he held for two years. Shadrin joins Patagonia from Fox Racing, where he served as CMO for one year. Prior to that, he was retail and e-Commerce VP for VF Corporation (North Face and Timberland parent).
Media Spend: According to Kantar Media, Patagonia spent $1.3 million on measured media in 2015 - a slight increase from $1.1 million in 2014. Most of Patagonia's spend is allocated to print and digital (display and search) ads.
Digital Breakdown: Per Pathmatics, the company has spent $89,000 on 41 desktop ads this year (9.6 million impressions). Impressions were purchased as follows: site direct (76%). The Trade Desk (20%), Coversant (2%) and MediaMath (2%). Top ad destinations include nytimes.com, reddit.com, huffingtonpost.com, surfline.com and wunderground.com.
Patagonia has spent an additional $3500 on mobile and video ads combined this year (just under 600,000 impressions).
259 W. Santa Clara St.
Ventura, CA 93001
Vice President, Marketing
Vice President, Global Direct to Consumer