The Safariland Group (the “Company” or “Safariland”), a leading global provider of a diverse range of safety and survivability products designed for the public safety, military, professional and outdoor markets announced a key addition to its management team today, naming David Williams Vice President of Marketing.
A seasoned leader with global consumer brands such as Nike, Levi Strauss, Converse, and Lego, Williams brings a wealth of brand building, product creation, and commercial expertise to his new role. Most recently as Director of Specialty at Levi Strauss, Williams was a key stakeholder in the brand’s efforts to re-engage the ‘alpha’ millennial consumer. His tenure included leading the commercial launches of Nike-Levi Skate collaboration and Levi Commuter and Skate Collections.
At Safariland, Williams will focus on expanding marketing support for the Company’s distribution network, enhancing product knowledge, and growing digital media. Williams will report to Sean McCarthy, Safariland Vice President of Strategy.
“Our consumers give the highest level of service to their communities and we are tightly focused on their insights and needs,” said Safariland President Scott O’Brien. “Bringing Dave on board will amplify our ability to engage our consumers and strategic partners in creative and compelling ways.”
The hire comes on the heels of an overhaul of Safariland’s digital presence. Last year the Company re-launched its website on a mobile-optimized platform, bringing all of its brands home to one place with rich product content, informational videos, and a Holster Finder tool which quickly matches 300-plus holster models with over 3,800 different gun types.
Williams looks forward to contributing his diverse experience base to the Safariland family of brands.
“Performance and innovation are part of Safariland’s DNA,” said Williams. “I am energized by the opportunity to enhance and catalyze the dialogue that fuels our brand, our product engine, and our mission to help save lives.”