3) WE INTEND TO DOMINATE AD / AND BARRETT ON HER ROLE AT GNU
You’ve been with GNU since the start. How did you first get involved with the brand?
When I was living in Crested Butte I had a chance to meet and ride with the Mervin rep at the time, Matt Remine. He gave me a board and really encouraged me to get out and ride more areas and try doing some contests. They were my first sponsor and I am so glad I landed with a good company from the beginning. At the time Mervin was just making Lib boards but I think it was a year later when they decided to get back to making Gnu boards and I was able to give my input on the smaller boards from the beginning. I ended up getting a Gnu pro model in ’96 and have been working on the women’s line since then!
Can you tell us a bit about the women’s side of things?
The women have always been a part of Mervin. Amy Howat was a world champ in the 80s and she was one of our first prominent team riders. I looked up to Circe Wallace a lot and at the time I started riding Mervin boards she was on Lib Tech. I fell into a good position there as Gnu started up and honestly never felt like I had to struggle for attention. There were less girls out there charging and it was pretty easy for me to get opportunities to film and travel a bit. I was riding with the girls I looked up to and didn’t have any idea where that road would take me but I was super happy to take that road as long as I could!
What’s your active role for GNU these days?
As Gnu grew we expanded our women’s line and I was part of that design process from the beginning. Today, I guess I wear a lot of hats, as most of us at Mervin do. I am the Women’s brand manager for GNU now. But, I’m also the line manager, as I work on the designs of the whole women’s line. I source artists and create the graphics with our team of graphic designers. I also work with them on all marketing materials for Gnu girls. I am in charge of our team, our regional riders, our “gifted” girls that includes artists, musicians, and influencers around the world, and I work with resorts and partners to help out their causes and keep Gnu in the mix on a grassroots level. I always have a hard time with my “title” but I guess, marketing, team and product sums up the women’s brand management. I am fortunate though that snowboarding is still a part of my job so I try to do that when the snow is good and I can squeeze it in!
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