Dylan Scates
Chattanooga,TN
Summary
Strategic community and field marketing leader with 8 years of experience in developing athlete-led, retail-based, and grassroots outdoor communities in the Eastern United States. Expertise in regional strategy design, multi-market activations, and ambassador management, driving growth through experiential marketing and effective retail partnerships.
Overview
9
9
years of professional experience
Work History
North American Sales & Marketing Manager
Grivel North America
01.2025 - Current
- Lead community, athlete, and field marketing strategy across the U.S. & Canada.
- Oversaw North American athlete, ambassador, and community ecosystem for ice, alpine, and climbing disciplines.
- Managed regional marketing budgets for festivals, academies, and grassroots activations to maximize outreach and engagement.
- Lead presence at key climbing, alpine, and outdoor events, delivering premium brand experiences.
- Established strategic partnerships with core mountain retailers and community leaders to enhance brand visibility and community engagement.
- Drove 25% profit margin growth through integrated field marketing and community strategy.
Account Manager – Outdoor & Specialty
Newell Brands (Coleman & Marmot)
01.2023 - 01.2025
- Grew Coleman from $700K → $2M and Backcountry from $500K → $1.2M.
- Managed five independent sales agencies, driving revenue growth in specialty channel.
- Developed 3–5 year growth strategies with Backcountry, Camping World, and specialty retail, aligning objectives with market trends.
- Coordinated trade shows and field programs, enhancing seasonal go-to-market initiatives.
Epicenter Leader, Southeast
Amer Sports – Salomon
01.2021 - 01.2023
- Head of Field Marketing and Community for the Southeast U.S.
- Delivered 620% B2B and 119% eCommerce growth through retail-led community engagement.
- Developed and implemented regional community strategy to support global go-to-market initiatives.
- Activated and managed 20+ athletes and ambassadors in run, trail, and mountain segments to enhance brand visibility.
- Collaborated with R&D, Brand, and Retail to incorporate community insights into product development and storytelling.
Technical Field Representative – East
La Sportiva North America
01.2017 - 01.2021
- Engaged 100+ REIs, promoting brand presence across Eastern U.S. climbing gyms and specialty retailers.
- Built grassroots networks of athletes, gyms, and retailers, tripling brand awareness in key markets.
- Led national and local community events, managing budgets, logistics, and storytelling.
Education
Master of Science - Kinesiology
Appalachian State University
Boone, NC05-2016
Bachelor of Science - Exercise Science
University of North Georgia
Dahlonega, GA05-2014
Skills
- Community Strategy
- Regional Leadership
- Athlete Programs
- Ambassador Programs
- Field Marketing
- Retail Activation
- Academy Events
- Education Events
- New Store Openings
- Paid Media
- Budget Management
- KPI Tracking
- ROI
- Cross-Functional Leadership
- Urban Outdoor Communities
- Mountain Outdoor Communities
Core Capabilities
- Community Strategy & Regional Leadership
- Athlete & Ambassador Programs
- Field Marketing & Retail Activation
- Academy & Education Events
- New Store Openings
- Paid Media & Budget Management
- KPI Tracking & ROI
- Cross-Functional Leadership
- Urban & Mountain Outdoor Communities
Timeline
North American Sales & Marketing Manager
Grivel North America
01.2025 - Current
Account Manager – Outdoor & Specialty
Newell Brands (Coleman & Marmot)
01.2023 - 01.2025
Epicenter Leader, Southeast
Amer Sports – Salomon
01.2021 - 01.2023
Technical Field Representative – East
La Sportiva North America
01.2017 - 01.2021
Master of Science - Kinesiology
Appalachian State University
Bachelor of Science - Exercise Science
University of North Georgia