Evo has announced that Rebecca Heard, vice president of brand, marketing and e-commerce, has been promoted to the outdoor retailer’s chief marketing officer (CMO). Katie Little, formerly at Lululemon, has joined Evo as Director of US Stores
In his new role, Heard will oversee Evo’s brand, marketing, creative and merchandising functions.
“Since joining Evo three years ago, Rebecca has led the work of elevating our brand, refining our marketing and e-commerce strategies, and our consumer focus. I am thrilled for Rebecca and the team, and proud to have a strong woman representing Evo at the highest level,” said Bryce Phillips, Founder and CEO of Evo.
As CMO, Heard will lead brand development and modernization growth marketing across Evo’s business and various programs as the brand evolves from an online and physical retailer to travel, retail, leisure and hospitality businesses. She will continue to focus her efforts on organization-wide plans for customer acquisition, retention and loyalty, as well as connecting Evo’s family brands with existing business units.
Plans include rolling out a new loyalty program covering the entire Evo ecosystem, including purchases on Evo.com, Evo-branded retail stores, adventure travel with EvoTrip, tours, stays, services and rentals. Additionally, Heard is expected to expand Evo’s philanthropic efforts, following its recent commitment to invest more than $10 million in community organizations over the next ten years.
“Evo is a special company, loved by our million-plus customers and the communities we serve,” Heard said. “I’m incredibly humbled and excited to be leading the way as an experience-driven brand that touches every aspect of the sports we all love.”
Heard has been with Evo since 2019. She brings over a decade of global marketing experience to the newly formed role at Lululemon, where she served as Vice President of Marketing and Customer Relationship Management (CRM) , and time previously spent at Apple Inc. and iTunes in international marketing.
Katie Little joins Evo as Director of US Stores
Little comes to the business from Lululemon and brings nearly a decade of experience in retail operations and building front-line teams. At Lululemon, she was responsible for human resources and culture.
Between the promotion of Heard and the addition of Little, Evo increased female representation with 41% of Evo’s workforce and 34% of senior executives identifying as female. Last June, in partnership with a group of complementary companies, Evo recently opened a 100,000 square foot campus in Salt Lake City, UT. The Salt Lake campus includes an Evo store, All Together Skatepark, Salt Lake Bouldering Project, Level 9 Sports, and Evo’s first Evo Hotel. Starting in 2023, the second campus is scheduled to open in Tahoe City, California.
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