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Bass challenge for new VP Marketing at US apparel brand


Former Adidas, Amer Sports and Keen executive, Ashley Williams, has joined Grundéns, the supplier of fishing apparel and footwear, as Vice President of Marketing. He will lead the US company’s marketing team in all of its initiatives, including the creation of a new strategy to enter the bass fishing market.

“Ash has a proven track record in leading marketing at top companies in the outdoor industry,” said Grundéns CEO, David Mellon. “With his experience of creating successful strategies for increased consumer demand and brand growth, he will quickly bring improved structure and execution to our marketing effort. He is already making significant contributions.”

As Senior Director Global Marketing at Keen for the past six years, Williams (left) led the company’s omni-channel brand strategy, go-to-market process and digital marketing programmes. Before that, as Vice President at Amer Sports Americas, he restructured the marketing operation, aligning it with company strategy.

“Carl Grundén started this company with a passion to make the best product available and I’m excited to help continue growing Grundéns into the most trusted brand in fishing,” said Williams.

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