MountainZone PR director job goes to Starbucks vet

SEATTLE: MountainZone.com, a Seattle-based outdoor adventure sports news and retail web site, has nabbed former Starbucks PR pro Lisa McCrummen for its director of marketing post.

SEATTLE: MountainZone.com, a Seattle-based outdoor adventure sports news and retail web site, has nabbed former Starbucks PR pro Lisa McCrummen for its director of marketing post.

SEATTLE: MountainZone.com, a Seattle-based outdoor adventure sports

news and retail web site, has nabbed former Starbucks PR pro Lisa

McCrummen for its director of marketing post.



McCrummen has been charged with spearheading the three-year-old

company’s recent aggressive brand-building drive, and will oversee all

marketing for the site, including events, promotion, advertising and

PR.



McCrummen, who spent six years with Starbucks as director of

market-entry PR during the chain’s explosion from 35 stores to more than

600, said the move to MountainZone. com reflects her personal passions.

’I love the outdoors, and all things that matter in the mountains -

mountain biking, hiking and snowboarding - are things I’ll be

promoting,’ she said.



More recently, McCrummen had operated her own agency, Creative Think,

handling PR for clients such as Amazon.com, Cascade Alpine Guides and

Odwalla.



McCrummen will report to CEO Chuck Gottschalk and supervise PR managers

Cynthia Land and Meredith Goldstein. The site uses Morgen-Walke

Associates in San Francisco for IR.



Founded in 1996, MountainZone.com is backed by Federated Department

Stores and shoe/apparel provider Vans. The site’s content includes

athlete news and retail products.



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