The U.S. Merino manufacturer has reacted to its strong global growth by reorganizing its management team. Three new positions were created and filled from within the company to meet international expansion requirements.
Chris Hahn, was appointed as general manager international business to coordinate marketing strategy and daily business in Europe and the Asian Pacific area. After joining SmartWool six years ago, he last held the position of chief administrative officer at the company’s headquarters in Steamboat Springs. Bob Ranfti, is now chief financial officer and has moved from controlling to take over the responsibilities for finance, IT, project management and global projections.
As the new vice president, value chain, former director of sourcing Les Wong is going to be supporting product development and ensuring that the company continues to maintain its standards through innovative product design. His duties also include guaranteeing the service for SmartWool’s international partners along its value chain.
SmartWool sees the shakeup as part of its new global marketing strategy to provide the basis for further growth and bind consumers more strongly to the brand.