Gerber Gear, the leading outdoor gear manufacturer dedicated to crafting problem-solving tools, is excited to announce the addition of Ash Williams as the brand’s new Head of Marketing, effective December 4, 2023.
Williams is an accomplished outdoor industry marketing leader with an excellent track record of building high-performance teams and implementing innovative and impactful strategies. He brings decades of experience to Gerber and will play a vital role in the brand’s continued growth in the outdoors.
“We are focused on becoming a leading outdoor brand with ambitious goals for the future, and Ash brings the right breadth and depth of industry experience that perfectly aligns with our goals,” said Keith Carrato, Vice President/GM of Gerber Gear. “Ash has built a reputation in the industry for building strong teams and driving results, and we’re excited to add his leadership and expertise to Gerber.”
Williams most recently served as the VP of Marketing at Grundéns, a leading manufacturer of fishing apparel and foul weather gear based in Poulsbo, Washington. In addition to his work with Grundéns, Williams has served as the Senior Director of Marketing for KEEN footwear, Head of Brand Marketing for adidas North America and Head of Marketing for Amer Sports Group in North America. In his time with Amer Sports Group, Williams managed category-leading brands Salomon, Atomic, Suunto and Arc’teryx.
In addition to Williams’ marketing leadership, he also proudly serves on the Board of Directors for Outdoor Afro. Williams lives in Portland with his wife and two teenage children. He and his family live the outdoor lifestyle by spending their free time camping, hiking, skiing and cycling.
Gerber is a global outdoor brand founded in 1939 that builds knives, multi-tools, and problem-solving gear for wherever the pursuit may lead you. For over 80 years, Gerber knives and tools have been used by mountain climbers, trail hikers, backpackers, kayakers, and more. Gerber products are at home on a hunt in the middle of nowhere, and patio campsites right outside the home. All Gerber products are backed by the Gerber Guarantee, a limited lifetime warranty. For more information, please visit www.gerbergear.com or follow on social media on Instagram and Facebook.