As a fan of outdoors life and athletics for much of his life, new Global VP of Marketing at The North Face, Steve Lesnard, has made sports an industry-changing career. Steve loves to bike, snowboard, run and engage in martial arts, which has led to a career of 20 years and a previous marketing vice-presidential role at a major athletics brand. He finds inspiration in sports for new campaign ideas, in which he seeks to help fellow enthusiasts achieve personal goals and dreams and pursue their passion.
One of his newest means of facilitating this is the emergence of personalization at scale, which leverages consumer big data to provide individualized service. What Steve Lesnard finds fundamental in this is a shift from focusing on sales to clearly understanding what the customers are actually looking for and being able to meet that demand on a large scale. This, according to Steve, depends on listening on a continual basis.
Steve has identified the use of stories through imagery and video, the creation of in-store situational experiences, such as mock basecamp demonstrations, and the provision of a sharing network for like-minded outdoors athletes and expedition planners as valid means of engaging and communicating this personalized style of marketing campaign. Steve sums up the campaign’s direction with “Never. Stop. Exploring.” An additional component of Steve Lesnard’s marketing campaigns is the introduction of FUTURELIGHT, a technologically innovative material at The North Face, which is designed to be light, breathable and waterproof utilizing a production method called nanospinning.