SmartWool Names New Vice President of Marketing

SmartWool promotes from within. Carol Davidson to lead the company's marketing efforts.

STEAMBOAT SPRINGS, CO (February 9, 2009) – SmartWool Corporation, the Steamboat Springs, Colorado-based Merino wool apparel and accessories company is pleased to announce the recent internal promotion of Carol Davidson as the company's new Vice President of Marketing. Davidson's promotion is effective immediately.

As the new Vice President of Marketing, Davidson will lead the strategic planning process for all Brand, Retail and Creative Marketing, as well the execution processes of those programs to support the SmartWool brand and company growth.

“As one of the original members of the Leadership Team, Carol truly embodies and fully understands the SmartWool brand. She has played an important role in the development of SmartWool's six strategic platforms and the corporate long-range plan,” stated Mark Bryden, president of SmartWool. “Through it all, she has demonstrated key leadership skills in helping guide and mentor her team to a higher level of performance. She's a team leader and I have no doubt she will help propel SmartWool to unprecedented levels.”

Prior to joining SmartWool in early 2005, Davidson was a Creative Director at DDB Advertising Agency in Seattle; Creative Director, BrandLab; and as Associate Creative Director at Hammerquist and Saffel; plus a series of other high profile roles in the advertising world. She is also no strange to the outdoor industry. Her former client list includes world-class brands like The North Face, K2 Telemark and K2 Skis, Sims Snowboards, Giant Bicycles and several ski areas located in the northwestern part of the country.

“SmartWool is a phenomenal company and I'm thrilled to be stepping up to a new level. I really do believe in the wool and brand. More importantly, I believe in the SmartWool team,” said Davidson. “Recognized as one of the top 10 strongest brands in the outdoor industry, we have a lot of momentum and I'm excited to see just how far we can take the brand.”

For more information about SmartWool or its products, log onto

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ABOUT SMARTWOOL: SmartWool® is a leading performance brand offering Merino wool-based apparel, socks and accessories. Nothing can compare to SmartWool® products for the ultimate in performance, comfort and easy care. SmartWool® fiber is superior at vaporizing moisture, controlling temperature and order and is guaranteed not to shrink. It's also a renewable resource that illustrates the design genius of evolution. For information on the full range of SmartWool® products or to find a dealer near you, please log onto SmartWool's award winning website: SmartWool Corporate is a wholly owned subsidiary of The Timberland Company.


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