New CMO sets sail with .org in search of growth
Steve’s breakdown: I swear, sometimes I just give these leads away with my hints in the headline and image. Did that happen just now? I bet if you did guess you thought the American Sailing Association. WRONG!
BRISTOL, RI: US Sailing, the National Governing Body of the sport, added a new member to its leadership team with the hiring of sports marketing and branding professional, Peter Glass. The Chappaqua, N.Y. native will lead the Marketing and Communications Department at US Sailing.
“There is really nothing I can think of that is more rewarding than working with an energized and passionate cross-section of sailors from around the country that ranges from recreational and community sailing to the elite level athletes representing the U.S. on the Olympic stage,” said Glass. “Our team has a driven and focused approach to further engage the sailing community and bring the excitement taking place on the water to new sailors and fans. We have lots of exciting news on the horizon that will provide growth opportunities for present and future partners. I am grateful for the opportunity and I’m looking forward to working closely with the sailing community.”
“We are very excited to welcome Peter to US Sailing,” said Jack Gierhart, Chief Executive Officer of US Sailing. “He is familiar with the NGB environment and brings a wealth of knowledge and experience in sports marketing, digital content and data analysis to understand and connect with sailors and future sailors. He understands participatory sports and how to use today’s marketing strategies and tools to drive awareness, engagement and growth. Peter is the perfect addition to US Sailing as we implement our new strategic plan and address the opportunities to ensure a healthy future for sailing.”
Glass is no stranger to the world of National Governing Bodies. For eight years (2005-2012) Glass served as Director of Marketing, Sales and Multi-Channel Content Production for U.S. Ski & Snowboard in Park City, Utah. During a time of growth and positive change for the Association, Glass was at the forefront of the corporate development of a new Olympic brand as well as organizational growth overseeing domestic and international content development and distribution. With the goal of providing meaningful partner value, he created premiere marketing programs with leading brands, such as Microsoft, GoPro, Audi, The North Face, Nature Valley, and local favorite, Dunkin Donuts.
Following his tenure with U.S. Ski & Snowboard, he served as Vice President of Business Development, Marketing and Production for Echo Entertainment, Inc., based out of Los Angeles. Glass launched a new business development department to expand Echo’s revenue generating potential and oversaw the ideation, planning and production of broadcast, digital, mobile and branded content with NGB partners including USA Volleyball, US Equestrian, USA Wrestling and brands such as Sprint, Subaru, Bud Light, Red Bull, and others.
More recently, Glass founded a media company, focused on leveraging original content as a brand communication tool. Boot Up Marketing + Production, based in Park City, Utah, produced branded content, episodic series and short form social media campaigns. Through his leadership and partnership with leading advertising agencies, this company lead the production of a widely distributed five-episode series for Audi for America. Other production credits include ideation and execution with USA Volleyball and Blue Diamond Almond Breeze to create a social media video series showcasing the importance of nutrition for athletic performance.
Glass will lead efforts to drive organizational growth and increase participation in the sport with a focus on: content development and distribution, revenue generation, brand position/value, member retention and acquisition, communications, and enhancing programs for new and existing partners. He will be reaching out to work with key stakeholders within the sailing industry and bringing engaged new parties to collectively build interest in the sport, both participation and fans.
Glass, a graduate of Hartwick College in Oneonta, N.Y., resides in Barrington, R.I. with his wife and three children.
US Sailing Media Contact: Jake Fish, firstname.lastname@example.org
About US Sailing
The United States Sailing Association (US Sailing), the national governing body for sailing, provides leadership, integrity, and growth for the sport in the United States. Founded in 1897 and headquartered in Portsmouth, Rhode Island, US Sailing is a 501(c) (3) non-profit organization. US Sailing offers training and education programs for instructors and race officials, supports a wide range of sailing organizations and communities, issues offshore rating certificates, and provides administration and oversight of competitive sailing across the country, including National Championships and the US Sailing Team. For more information, please visit www.ussailing.org.