Airstream Inc., the Thor Industries Inc. subsidiary in Jackson Center, Ohio, has named Mollie Hansen to the newly created post of Chief Marketing Officer, according to a company announcement today (Feb. 16). Hansen was previously vice president of marketing for the company.
As CMO, Hansen will oversee all brand positioning including advertising, entertainment, retail marketing, external communications, consumer research, partnerships, licensees and corporate social responsibility.
“Mollie is the consumer whisperer,” said Airstream President & CEO Bob Wheeler. “She has an unparalleled understanding of consumers’ motivations and the journey they make towards a purchase. She is a student of the customer’s emotional responses during that journey, and how to leverage those feelings to drive action. We are lucky to have her on our team.”
In the seven years since Hansen joined Airstream’s executive team, the recreational vehicle manufacturer’s weekly unit output has quadrupled, its online community has grown exponentially, and the brand’s status as an American icon is solidified with a new generation of outdoor adventurers.
“It’s a privilege to be entrusted as a steward of the Airstream brand,” said Hansen. “For almost 90 years the name has been synonymous with outdoor adventure and unsurpassed quality. I’m deeply appreciative of this new opportunity to share the Airstream story and lifestyle with people across the generations and around the world.”
Before Airstream, Hansen worked extensively in the athletic footwear and apparel industry. She came to Airstream from Converse, where she was director of retail marketing and merchandising. Before joining Converse, Hansen spent eight-plus years at Adidas Group, rising from director of visual merchandising to head of retail marketing. She started her marketing career at Nike as a merchandising manager.
Mollie Hansen holds a degree in Human Environmental Science Journalism from the University of Missouri. She is also a graduate of The University of Notre Dame’s Executive Education Program.