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Details on Industry Insight.
Cedar Carter Joins as Marketing Director for Division
Kari Johnson to oversee Marketing and Design, Amy Struck promoted to Creative Director
May 24, 2010 (Irvine, Calif.) – O’Neill (www.oneill.com), the original California surf, snow and youth lifestyle brand, continues to fortify its Girls Marketing Division with the addition of Cedar Carter to lead marketing efforts for the brand, effective today. In her new role, Carter will oversee O’Neill Girls advertising campaigns, promotions and in-store retail activity, and assist in managing public relations efforts and athlete initiatives. She will also be responsible for identifying new partner and sponsorship opportunities.
Prior to joining O’Neill Girls, Carter spent the last six years with Quiksilver, most recently serving as Events Manager for Roxy, Roxy Girl and Quiksilver Women. In the position, Carter developed, produced and managed sponsored and proprietary events, ranging from movie premiere tours to core surf and snowboard events. She also handled talent bookings and photo shoot production for all women’s brands at Quiksilver, and maintained corporate event partner relationships.
Carter’s previous fashion experience includes Marketing and PR roles with women’s fashion brands, BCBG Max Azria and Donna Karan.
“We are delighted to welcome Cedar to the O’Neill Girls team,” said Kari Johnson, VP of Design and Marketing for the brand. “She comes to us with extensive industry experience and fresh ideas on how to create brand buzz, all of which are crucial in today’s fast-changing youth market. This new division structure allows us to present a cohesive brand message and further elevate and strengthen O’Neill Girls.”
Carter added, “I’m looking forward to building a stronger brand image and definitive point of view for O’Neill Girls. With fast fashion dominating our category, it’s important for us to differentiate and give our audience a solid reason to come to us first for fashion. I see so much potential for the brand and can’t wait to get started with our new marketing initiatives.”
Carter will report to Kari Johnson, who was recently appointed to oversee all O’Neill Girls Marketing efforts. As a result of Johnson’s promotion, Amy Struck will take on the role of Creative Director, while maintaining her current role in Design.
“I’m excited to have the opportunity to draw from my background in print art direction and contribute creatively to the marketing side of O’Neill Girls,” commented Struck. “It has been a goal of mine to be involved in the conceptualization for all aspects of the brand vision -- from label packaging to graphics, and now photo and art direction.”
O’Neill Girls operates out of La Jolla Group’s offices in Irvine, California.
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O’Neill, the original California surf, snow and youth lifestyle brand, was founded in 1952 when a young man named Jack O’Neill took his unstoppable passion for surfing and used it to beat Mother Nature at her own game. Pioneering the world’s first neoprene wetsuit, Jack had successfully found a way to extend his surf sessions in the bone-chilling breaks of Northern California. He opened up the garage doors to his first surf shop in Santa Cruz soon after.
While many things have changed since those humble beginnings, Jack’s initial vision of producing functional and innovative boardriding products continues to lie at the core of everything the company does. O’Neill’s core values – innovation in style and technology – have seen the brand devote itself wholeheartedly to the evolution of the action sports lifestyle. From the first ever neoprene wetsuit and surf leash, to the world’s first stitchless boardshorts and range of groundbreaking wearable electronics, O’Neill’s progressive spirit will always drive the company forward. For more information, please visit www.oneill.com.
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