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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
Primary Address
Post Office Box 150
Ventura, CA 93002
USA

Patagonia Works Contacts

Contacts (5/21)
Name Title State
Rick R. President, Environmental Initiatives & Special Media Projects CA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (805) 643-8616
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 150
Ventura, CA
93002
USA

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

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Patagonia Inc. (apparel) ******
Patagonia Works ******

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WinmoEdge

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. 

Agency readers - as ever, the addition of not one, but two, marketing decision makers heightens the probability of a review (a

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.

Additional Information

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).

Patagonia 
259 W. Santa Clara St.
Ventura, CA 93001
(805) 643-8616

Cory Bayers
Vice President, Marketing
(805) 643-8616
cory_bayers@patagonia.com

Ryan Shadrin
Vice President, Global Direct to Consumer
(805) 643-8616
‚Äč_shadrin@patagonia.com