Outside Interactive, the leading active lifestyle content provider, has announced Dmitri Siegel as its Chief Marketing Officer.
Siegel’s appointment to the role comes on the back of a key year for the company, with a number of acquisitions as well as the launch of the Outside+ membership platform. This subscription offering for active and healthy lifestyle enthusiasts combines all of the Outside brands into a single bundle offering and claims to be ‘changing the way people experience media.’
Outside added… ‘With more than 10 years of experience leading and modernizing brands, building teams, and driving growth, Siegel will serve as both architect and steward of the Outside story. He will drive marketing strategy, guide product launches, build strategic partnerships, and experiment with new tools and techniques for creating and sharing valuable brand narratives.
‘He brings a creative past and passion for quality media to the company, starting as early as childhood when he would spend time with his mom at the National Geographic offices, where she was an editor.’
“As Outside moves to reach new audiences through innovative content, products, and features, Dmitri’s expertise will be key to the ongoing development of our brand vision,” said Robin Thurston, CEO of Outside.
“His integrative, user-centric approach to creative strategy and brand design will help us to enhance the member experience and deliver the highest quality resources for outdoor and active lifestyle enthusiasts.”
Siegel will report directly to the CEO and will collaborate with company executives and teams to explore new ways of storytelling, enhance the member experience and increase Outside’s global presence.
“Outside combines my passions with my expertise, so the decision to join the company was an easy one,” said Siegel. “It is always a privilege to join a brand in the middle of a growth phase and see that growth through to new heights.”
Siegel joins Outside from sound experience company Sonos, where he served as Vice President and General Manager of Sonos Radio, and earlier as Vice President of Global Brand. At Sonos, he led all aspects of the company’s music service – including content, marketing, and revenue. Before Sonos, Siegel served in senior creative executive roles at Patagonia, Urban Outfitters, and the Sundance Channel.
