Cory Bayers has been appointed as vice president of marketing at Patagonia. He has spent the last 15 years on global marketing assignments, including a stint at Helly Hansen and several years as vice president of global brand creative and global brand manager for Lululemon. Bayers is reporting directly to Rose Marcario, Patagonia's chief executive. At the same time, the company announced that Ryan Shadrin has been appointed as vice president of global direct to consumer sales, a new function at the company, covering stationary and online retail sales. Shadrin was most recently chief marketing officer of Fox Racing, after a previous assignment as vice president of direct-to-consumer at Timberland. Both executives were named in the group's global management team.