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Tiffany Montgomery
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Mike Carter returns to Electric

Reunited: Bruce Beach and Mike
Reunited: Bruce Beach and Mike Carter. Shop-eat-surf file photo.
By Tiffany Montgomery
October 10, 2011 5:55 AM

Mike Carter is returning to Electric Visual, a company he helped found in 2000.

 

His new title is VP of Global Brand Marketing.

 

Mike left Electric about 2 1/2 years ago to take a high level marketing role at Skullcandy.

 

Rejoining Electric is “a thrilling opportunity,” Mike said.

 

“I look at the position the brand is in right now with Volcom and now PPR and the fuel behind it. ... “It truly is a new ballgame and new era for the brand. The stakes have all risen dramatically. Some passions never leave your blood stream, and this is one of them.”

 

I asked Mike if he – and his perspective – are different after his time at Skullcandy, which targets action sports but also the larger consumer electronics market. I spent some time reporting at Skullcandy headquarters and getting to know executives there, and understand that the company has a very focused, very intense business culture with a sharp management team.

 

His time at Skullcandy “changed everything,” he said. “Not to sound pretentious, but I feel like I went away and got an MBA. Working for a brand that has its sights set very high was an intense and amazing experience that I really grew from. That’s what makes this new opportunity so different and so unique.”

 

“With Volcom, PPR and Electric, all the synergies have come together in the past couple of years. I couldn’t more excited to be part of all three.”

 

Mike starts his new job Tuesday.

 

 

 


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