Rebecca Heard Named evo’s First Chief Marketing Officer and US Stores See New Director

SEATTLE, Oct. 5, 2022 – evo, the outdoor retail and experiences brand, today announced that Rebecca Heard, vice president of brand, marketing and e-commerce, has been promoted to of the company’s management team as the first Chief Marketing Officer (CMO). In his new role, Heard will oversee evo’s brand, marketing, creative and merchandising functions.

“Since joining evo three years ago, Rebecca has led the work of elevating our brand, refining our marketing and e-commerce strategies, and focusing on the consumer. I’m thrilled for Rebecca and the team, and proud to have a strong woman representing evo at the highest level,” said Bryce Phillips, Founder and CEO of evo.

As CMO, Heard will lead brand development and modernization growth marketing across the company and evo’s various programs as the brand evolves from an online and physical retailer. to travel, retail, leisure and hospitality businesses. She will continue to focus her efforts on organization-wide plans for customer acquisition, retention and loyalty, as well as connecting evo’s family brands with existing business units.

Heard enters the position with high aspirations around launching the brand’s new North American loyalty programs, raising awareness of the brand’s philanthropic efforts and ultimately growing in sports-specific categories. With Heard in the driver’s seat, customers can expect the rollout of a new loyalty program spanning the entire evo ecosystem, including purchases on, evo-branded retail stores, travel from adventure with evoTrip, visits, stays, services and rentals. Plus, new invigorated energy to connect the brand to their philanthropic DNA, following their recent commitment to invest over $10 million in community organizations over the next ten years. And finally, a laser target to become the go-to retailer for all things mountain biking through investments in the product assortment on, dedicated community efforts at non-profit organizations that focus on the outings for children on bikes and grassroots initiatives with trail builders and communities.

“evo is a special company, loved by our more than one million customers and the communities we serve,” said Heard. “I’m incredibly humbled and excited to be leading the way as an experience-driven brand that touches every aspect of the sports we all love.”

Heard has been with evo since 2019. She brings more than a decade of global marketing experience to the newly formed role at Lululemon, where she served as Vice President of Marketing and Customer Relationship Management (CRM) , and time previously spent at Apple Inc. and iTunes in international marketing.

Katie Little joins evo as Director of US Stores

Additionally, evo is also announcing that another female executive is entering a role within the company as Katie Little joins evo as Director of evo Stores. team building.

evo has been working to increase female representation internally and has made great strides over the past few years. Between the promotion of Heard and the addition of Little, evo increased female representation with 41% of evo’s workforce and 34% of senior managers identifying as female.

Last June, in partnership with a group of complementary companies, evo recently opened a 100,000 square foot campus in Salt Lake City, Utah. The Salt Lake campus includes an evo store, All Together Skatepark, Salt Lake Bouldering Project, Level 9 Sports, and evo’s first evo Hotel. Starting in 2023, the second campus in Tahoe City, California will provide a place to gather and bond through a shared love of the outdoors.

About evo

evo is an outdoor company whose goal is to make life better by building community and igniting the spirit of adventure that lives in us all. evo is focused on providing unique experiences through its network of stores,, two All Together Skateparks, accommodation and travel companies, which are centered around sport, culture, the outdoors and human connection.

evo uses its success in these areas to support nonprofit organizations dedicated to bringing underserved children out.

There are 11 stores in the United States and Canada. In January 2022, Rhythm Japan, the leading retail, rental and experience company with seven stores located in hill stations across Japan, joined evo.

In partnership with a group of complementary companies, evo has just opened a 100,000 square foot campus in Salt Lake City, Utah. The Salt Lake campus includes an evo store, All Together Skatepark, Salt Lake Bouldering Project, Level 9 Sports, and evo’s first evo Hotel.

evo now offers accommodations at the Journeyman Lodge in Whistler and the evo Hotel in Salt Lake. evo also operates an indoor skatepark, called All Together Skatepark, in Salt Lake and Seattle.

To learn more about evo, visit

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