Grundéns, a Swedish fishing apparel and footwear manufacturer, has hired Ashley Williams as VP of marketing for its U.S. operations. Williams most recently served as senior director of global marketing for Keen, where he led the creation and execution of the company’s omnichannel brand strategy, go-to-market process and fully integrated digital marketing programs. Prior to that, he led the marketing team in the Americas in creating commercially-driven go-to-market plans for the entire Amer Sports brand portfolio. He also held key brand marketing positions at Yakima and Adidas in the past. Williams will lead an existing marketing team in all brand marketing efforts, including the creation of a new strategy for entry into the popular bass fishing market.