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New Northland director pledges support for dealers


Minnesota lure brand Northland Tackle has continued its recent expansion with the recruitment of Mike Anselmo as Marketing Director.

It follows the appointment of former Rapala VP Greg Wollner as CEO in 2019 and the move into premium hardbaits with the acquisition of Bagley Bait a year later.

Anselmo’s early years were spent working in radio with iHeart. He later joined In-Depth Media Productions, where his clients included Striker Brands. He subsequently joined the ice fishing apparel brand and was instrumental in its move into rainwear and open water fishing apparel.

“My job will be to leverage and guide Northland’s quality marketing assets toward the company’s aggressive growth trajectory, while solidifying its dominance in the northern market,” said Anselmo. “This ambitious pathway includes building the iconic Bagley brand, making it household in the bass fishing market.”

Anselmo has expertise in e-commerce and direct sales, but emphasised Northland’s commitment to its dealer network.

“Northland has always been known for its strong dealer support,” he added. “That will never change. We will support their e-commerce efforts, while providing powerful digital assets for physical retail locations. I will help amplify those efforts.”

Alluding to the value of consumer marketing, Wollner said: “I have known Mike for nearly 15 years. He brings marketing expertise that will further strengthen our brands and drive business to our customers.”

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