EXCLUSIVE: Swisher to join Cortland
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Randi Swisher has joined the management team being assembled by the new owners of the New York based Cortland Line Co. as VP – Sales and Marketing following his pending departure from the American Fly Fishing Tackle Association.
In an exclusive interview with Angling International, Swisher said: I am really excited about the challenge of putting Cortland back on the map. The brand needs to be re-vitalized and has lost its way over the last few years.
There is a lot of work to be done and it will take a year or two. Cortland is one of the longest-standing and most historic brands in the fly fishing industry and it’s exciting to have new owners that are willing to invest in the business to make it stronger and dominant like it once was.”
Four months ago, a private investment group purchased the company and is now headed by Randy Brown – President/CEO. Cortland conducted a thorough review of its management and operations which resulted in changes at the top including the retirement of long-serving President, Brian Ward.
Swisher will be responsible for all North American sales and marketing, including managing the sales staff, developing and executing marketing and advertising strategies, and working closely with Cortland’s research and development department on new products.