Outdoor Research Hires VP of E-commerce

Outdoor Research, the Seattle-based maker of Trusted Gear for you to Thrive Outside, hired Sarah Seifert as VP of E-commerce, effective immediately. Seifert brings more than a decade of leadership in E-commerce and digital marketing strategy, as well as extensive experience working in outdoor recreation markets.

Seifert will report to Outdoor Research President Roger Barton, and lead all direct-to-consumer efforts, partnering with marketing, product, and sales team leaders across the Outdoor Research organization. Her focus will be on continuing to evolve the Outdoor Research consumer experience, creating brand-focused and data-driven digital strategy.

Most recently, Seifert oversaw E-commerce efforts at Eagle Creek, where she helped launch a direct-to-consumer program around the newly acquired Eagle Creek brand. Prior to that, she worked for seven years as Director of E-commerce for Smartwool. Her experience also includes digital strategy and creative director roles.

“Building on the accelerated sales and growth in consumer brand awareness we’ve seen over the last three years, we’re excited to have someone with Sarah’s expertise join our executive team,” Barton said. “As we continue that trajectory, it’s essential to have someone who can drive the digital customer journey to benefit all Outdoor Research sales channels.

Seifert said: “As an outdoor enthusiast and someone who works in the industry, I’ve been drawn to the Outdoor Research brand for many years because of its technical excellence, approachable ethos, and how an OR product can turn challenging weather conditions into an amazing day outdoors. I’m looking forward to integrating with the team in Seattle to continue to help tell those stories.”