Rapala VMC announces new US head and key brand appointment

Marcus Twidale, who has led Rapala USA for the last four years, is leaving his role to work on the group’s long-term strategy to accelerate the growth of its flagship brand.

In a major announcement, the Finnish giant has apppointed Twidale (pictured right) Vice President Rapala Brand and Group Strategic Brand Management, and will be replaced in the US by current Head of Sales, Travis Tuma (left of picture) as Rapala VMC USA President on January 1 next year.

Explaining the moves, Rapala VMC President and CEO, Cyrille Viellard, said it was essential for the group to commit to a strong, long-term strategic plan for the group’s flagship Rapala brand. “Marcus will play a central role in this effort. He will work closely with our product development, marketing, manufacturing, sourcing and sales teams to develop the global Rapala brand while also creating processes and driving strategic development of all the group’s brands.

“With these leadership changes, we are building on a strong foundation and positioning Rapala VMC for a dynamic and exciting future. I am confident that with Marcus and Travis in their new roles, we will continue to deliver exceptional products, inspire anglers worldwide and drive the growth of our
iconic brands for years to come,” said Viellard.

“I am also pleased to announce that Travis Tuma, currently Head of Sales and a valued member of the USA Senior Leadership Team, will succeed Marcus
as President of Rapala VMC USA.”

Tuma joined Rapala VMC in 2006 as Sales Manager, bringing over a decade of experience from fishing retail. Since then, he has advanced through the organisation, becoming Vice President of Sales in 2022. Under his leadership, Rapala VMC achieved its highest three-year sales volumes.. Travis will continue to lead U.S. sales as part of the Senior Leadership Team.