September 30, 2013, 2:01 PM

Outdoor gear merchant Patagonia hires a marketing head

Joy Howard worked for Coca-Cola and was a minor rock star in the 90s.

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Joy Howard

Outdoor apparel manufacturer and retailer Patagonia Inc. has a new marketing head. Joy Howard has taken over as vice president of marketing after holding similar jobs for The Coca-Cola Co. and Nike Inc. subsidiary Converse.

Howard will lead global marketing across all sales channels, among other duties. “Joy brings a strong connection to creative culture along with a deep commitment to sustainability and to using the power of brands to drive positive change in the world,” says CEO Casey Sheahan. “I'm certain that these qualities combined with her blue-chip marketing background will help us continue to responsibly grow the Patagonia business.”

Howard comes from Converse, where since November 2010 she’s worked as the shoe brand’s vice president of marketing for North America, according to her LinkedIn profile. Before Converse, she worked at Coca-Cola, most recently as global marketing director after other jobs that included marketing director for Europe, the Middle East and Africa, along with senior brand manager. Patagonia says her time at Coca-Cola included working in Zurich and helping with the company’s joint venture with food and beverage giant Nestle S.A.

Before Coca-Cola hired her in 2006, she worked as product director for Johnson & Johnson. Prior to the marketing and corporate world, she sang and played bass guitar for the 90s pop group Seely (doing so under the name Joy Waters). The Atlanta-based group broke up in 2000.

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