Cory Bayers, Ryan Shadrin

VP of Marketing Cory Bayers

Patagonia has added Cory Bayers and Ryan Shadrin to its senior management team.

Bayers will serve as Vice President of Marketing, while Shadrin takes on the role of VP of Global Direct to Consumer for the Ventura-based company.

In this role, Bayers will engage communities around the world on Patagonia's best-in-class products, core values based in quality and environmentalism, and broaden its reach as a leader in innovation and responsible practices.  Cory's extensive sport, retail and global experience are well-suited to make an impact on global marketing and communication efforts with specific responsibility for brand and creative direction, catalogs, social media, public relations, film, book publication and the increased engagement of our extensive global community. He will serve as a key member of the senior leadership team – reporting directly to CEO Rose Marcario.

Bayers brings over 15 years of global marketing and creative experience to Patagonia. Most recently, he served as Vice President of Global Brand Creative and Global Brand Manager at Lululemon. Bayers also helped lead global marketing efforts at Helly Hansen, holding various posts in Norway, Canada and the United States. He has proven experience engaging customers and mobilizing communities around a brand.

"Cory is a thoughtful leader with a impressive track record of devising and executing successful creative concepts and marketing strategies relevant to passionate groups with a sense of mission and purpose," said Marcario. "I'm looking forward to Cory's impact on our ability build and mobilize our global communities, as well as the movement to drive our mission and inspire change."

Bayers, his wife, and three children live in Ventura County.

Patagonia announces the addition of Ryan Shadrin to its senior management team as Vice President of Global Direct to Consumer.  In this new role, Shadrin will provide strategic vision and leadership to develop and grow a best in class digital and in store experience for Patagonia customers.

Shadrin brings with him an extensive global and multidisciplinary background having most recently served as Chief Marketing Officer of Fox Racing.   In this role, he focused on leading edge digital engagement platforms and mobile commerce to help drive customer satisfaction, retention, and market share acquisition.  He previously served as Vice President of Direct to Consumer at Timberland where he built and implemented a comprehensive strategy blending digital and retail ecosystems.  Shadrin started his career in marketing at The Orvis Company.

“We are thrilled to have Ryan join the Patagonia family,” said Rose Marcario, Patagonia’s CEO. “Ryan will reinforce our commitment to providing a seamless and customer focused experience across channels, while highlighting our steadfast product quality and environmental mission."

Shadrin is a dedicated surfer, fly fisherman, and cyclist. He holds a BA degree in History from Hamilton College in Clinton, New York.


Patagonia Provisions launches organic beer, Long Root Ale

Patagonia Launches Vote Our Planet Initiative