New leadership structure for Snow Peak USA

The American arm of Japanese camping brand Snow Peak has announced a significant reorganisation of its leadership structure to meet its remarkable growth trajectory in the country – it has tripled its sales in the last four years.

The changes included Noah Reis being named as the vice president and chief operating officer of Snow Peak USA, Matt Liddle assuming the role of chief futures officer, and Yuichi Uchida becoming the chief brand officer. The chief financial officer Ross Halbach and chief revenue officer Jason McGibbon will remain in their current roles.

Tohru Yamai, CEO of Snow Peak, said: “Snow Peak’s future as a global brand is integrally tied to the success of our US business and the establishment of the Snow Peak culture within the outdoor community.

“I am invigorated by the possibilities in the US and am confident that these shifts to our organizational structure will accelerate our growth.”

As vice president and COO, Noah Reis will support efficient operations in the US, while accelerating integration with the headquarters in Japan. Noah joined Snow Peak Japan in 2017, following a career in management consulting in the energy and financial sectors. Over the past five years Reis has served on the board of directors at Snow Peak Japan, with roles including corporate planning, supply chains, systems, finance, and accounting.

Noah commented: “Snow Peak has helped me transition from seeing nature as scenery to now seeing it as a world in which I can live and share. This has been a journey that I have taken great value from at a personal level and am excited to share that journey with others. I am extremely excited to join the US organization at a time of growth and opportunity as the US is a key strategic market for Snow Peak as a global organization. From a US point of view, we are looking to continue the journey from a backpacking to a camping brand with our partners, while expanding our community of users through experiences, such as Snow Peak Way and our Campfield launch in 2023.”