Canadian Cyclist


March 13/15 12:28 pm - POC Appoints North American Managing Director

Posted by Editor on 03/13/15

POC, a leading manufacturer of skiing and cycling helmets, apparel and accessories, has appointed longtime marketing team member and former All-American collegiate ski racer Willie Ford as its managing director for North America. In his new role for the Swedish brand, Ford will lead sales, marketing, customer service, and operational efforts in the United States and Canada, which comprise the brand's top global market.

"Willie has long been a key piece of the POC team, in North America and globally, and there is no one more capable for this role or, frankly, more passionate about the POC brand. Whether through his work with our network of athlete ambassadors, or playing an integral role in our mountain bike and road cycling launches, Willie lives and breathes the POC mission of saving lives and reducing consequences of accidents for gravity athletes and cyclists," states POC global general manager Amanda Evans. "Big things lie ahead for POC, particularly in this key market, and we are excited to see Willie transform our vision into results across the North America business."

Ford has filled a cross-functional marketing role at POC North America since 2011, and played a key part in rolling out the brand's road and mountain bike lines in the U.S. As the Director of Marketing and Promotions for North America, Ford has worked closely with POC athletes, including Olympic champion Julia Mancuso and Olympian Aaron Blunck, as well as key partners like United States Ski and Snowboard Association, Professional Ski Instructors of America and the High Fives Foundation.

"POC's mission is one that is of ultimate importance to me on a personal level, and I look forward to working with our teams in North America and Sweden to move the brand forward on the product, marketing and sales sides," states Ford. "Our first 10 years were filled with accolades and challenges, and we have significant momentum in the ski and bike segments. I'm excited to see where we can take this brand in its next decade."


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