January 25, 2010, 12:00 AM

Cabela’s puts web and catalog channels under a new chief marketer

The retailer has promoted senior vice president of merchandising and marketing Patrick Snyder to chief marketing officer. One of six senior executives promoted last week, he will be responsible for both catalog and web operations.


Cabela’s Inc., a multichannel retailer of hunting, fishing and camping gear, has promoted senior vice president of merchandising and marketing Patrick Snyder to executive vice president and chief marketing officer. Snyder will be the first executive to consolidate responsibility for the retailer’s catalog and web operations, the company says.

Snyder is among six executives promoted last week in a move designed to grow the retailer’s direct-to-consumer channel as well as improve overall multichannel operations, CEO Tommy Millner says.

Cabela’s has not said how the catalog and web operations might operate differently under Snyder. Its web channel is headed by director of Internet operations Mark Thompson, who reports to Snyder. Snyder will also continue to be responsible for market research and analysis, retail advertising, brand management and media relations.

Among the other executive changes, Cabela’s has promoted Michael Copeland from vice president of retail operations to executive vice president and chief operations officer. He will take on responsibility for operations in Canada while continuing to oversee retail operations in the U.S.

Brian Linneman has been promoted from senior vice president of global supply chain operations to executive vice president and chief merchandising officer. Linneman will also retain responsibility for distribution, fulfillment and global sourcing until Cabela’s hires a new executive vice president and chief supply chain officer.

Among the retailer’s senior financial executives, Ralph Castner will take on the title of executive vice president while retaining his positions as chief financial officer of Cabela’s and chairman of the company’s wholly owned bank subsidiary, World’s Foremost Bank. Joseph Friebe also adds the executive vice president title while retaining his position as president and CEO of World’s Foremost Bank. The bank provides payment processing and other services related to the retailer’s private-label Cabela’s Visa credit card.

Cabela’s also promoted Charles Baldwin from vice president and chief human resources officer to executive vice president and chief administrative officer. He will take on new responsibilities for information systems, call centers and the company’s Outdoor Adventures division while continuing to oversee human resources.

“These promotions better align our executive management team to meet our strategic initiatives-focus on the customer, improve merchandising performance, improve retail profitability, retail expansion, and direct channel growth,” Millner says. “Each of these executives has made significant contributions to Cabela’s and will play an important role in leading us into the future. I am looking forward to further leveraging their talents in expanded roles.”

The company’s main retail e-commerce site is Cabelas.com. It also operates other niche e-commerce retailers including Van Dyke’s Restorers, which operates on the web at VanDykes.com and was named to the 2010 Internet Retailer Hot 100 list.

In addition, Cabela’s operates about 30 stores in the U.S. and one in Canada. Cabela’s is No. 40 in the Internet Retailer Top 500 Guide (a PDF version of the company’s financial and operating profile can be ordered by clicking on its name).



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