Pure Fishing EMEA appoints new Marketing Director

Pure Fishing EMEA has appointed a Marketing Director with 20 years of experience with top international brands that include Coca-Cola, Heineken, ASICS and The North Face.

Vicki Bohlbro-Lyngholm has joined the world’s largest fishing tackle conglomerate and will be heading up the marketing for its 17 brands across Europe, the Middle East and Asia. She took up her role in August.

Writing on her LinkedIn page, she said: “I have been very fortunate to work for some of the greatest brands in the world and have always been able to follow my passions throughout my career. While most of my brands have been centred around outdoor ‘ground’ sports, I am now very excited to venture out to sea (or lake or river). I have joined Pure Fishing and will proudly lead a large and talented marketing team across the region and be part of the Executive Leadership Team.

“I see so many opportunities to communicate the inspiring stories from passionate anglers across the world, to working on the conservation of oceans, rivers and lakes, as well as to inspire the next generation of outdoor enthusiasts. To me, fishing taps nicely into what is occupying our minds at the moment – mental health, mindfulness and spending time in nature so I am of course looking forward to learning to fish.”

Bohlbro-Lyngholm joins a Pure Fishing EMEA business without a Managing Director following the surprise resignation of John Henderson, who left the company after just three months in the role for a post outside the industry. Its Abu Garcia brand also recently announced that it was making more than half of its workforce redundant at its factory in Sweden.