Rebecca Heard

Rebecca Heard named evo’s first Chief Marketing Officer

Evo, the outdoor retail and experiences brand, announces today that Rebecca Heard, vice president of brand, marketing, and e-commerce, has been promoted to the company’s leadership team as its first chief marketing officer (CMO). In her 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 driving our focus on the consumer. I’m excited 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 brick-and-mortar retailer to including travel, retail, recreation, and hospitality businesses. She will continue to focus efforts on organization-wide plans for customer acquisition, retention, and loyalty, as well as connecting evo’s family brands with existing business units.

Heard comes into the position with high aspirations around launching the brand’s newest North American loyalty programs, awareness of the brand’s philanthropic efforts, and ultimately growth in sport-specific categories. With Heard at the reins, customers can expect a rollout of a new loyalty program covering the entire evo ecosystem, including purchases on, evo branded retail stores, adventure travel with evoTrip, visits, stays, services, and rentals. In addition, 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 focus on becoming the go-to retailer for all things mountain bike through investments in product assortment on, community efforts dedicated to non-profits who are focused on getting kids outdoors on bikes, and grass root initiatives with trail builders and communities.

“evo is a special company, loved by our 1m+ customers and the communities that we serve,” said Heard. “I’m incredibly humbled and excited to charter a path forward as an experience-led brand that touches every aspect of the sports that 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 from Lululemon, where she served as the Vice President of marketing and customer relationship management (CRM), and time spent prior at Apple Inc. and iTunes in international marketing.

About evo

evo is an outdoor company whose purpose is to make life better by building community and igniting the adventurous spirit that lives within us all. evo is focused on providing unique experiences across its network of stores,, two All Together Skateparks, lodging and travel businesses, which are centered on sport, culture, the outdoors, and human connection. evo uses its success in these areas to support non-profit organizations dedicated to getting underserved kids outdoors.
SEATTLE, October 5, 2022

Leave a Reply

Your email address will not be published.