The X Games has tapped Cara Williamson to be vice president of marketing, charged with leading the marketing strategy for the action sports events company.
Williamson brings 15 years of marketing experience to her new role, most recently working at VF Corp.’s The North Face division.
“It’s with the upmost respect for the folks that I’ve worked arm in arm with for years, and the athletes whose talents, vision, and passion are second to none, that I move on,” Williamson said in a LinkedIn post about a month ago announcing her departure from The North Face. “Time to shake things up, immerse myself in something new, and pass this baton to someone else.”
Williamson was at The North Face for the past seven years, beginning as global brand marketing manager before being promoted to senior global brand marketing manager. The last two years she served as director of global brand marketing.
Prior to The North Face, Williamson was global brand marketing manager at Burton Snowboards.
She joins X Games about a year after ESPN sold a majority stake in the sport and entertainment company to private equity firm MSP Sports. Financial terms of the deal were not disclosed, but MSP said at the time of the acquisition it was looking to breathe “new energy” into the X Games brand. That included a focus on experiences for fans and athletes, along with investments in technology.
Kari Hamanaka can be reached at kari@shop-eat-surf-outdoor.com.
For more recent industry hiring news, see the latest Boardriders-related people moves here.
