Maui Jim Elevates Leadership To Manage Global Strategies

Maui Jim continues to experience rapid growth within the optical eyewear category as a result of the brand’s integrated approach to global marketing. Since the launch of Maui Jim’s optical line in 2018, the brand has seen a significant increase in sales across multiple countries. As a result, the business will expand the optical collection across three new regions in 2020, which includes Italy, Greece, and Belgium. Maui Jim also plans to debut over 30 new optical styles this year. To support this tremendous growth, Maui Jim recently elevated Jay Black to Chief Sales and Marketing Officer. This move, in conjunction with several other marketing promotions, will amplify the brand’s international strategies for expansion across sun and optical categories, and increase Maui Jim’s global leadership presence.

“Maui Jim’s major growth within the optical category is due to our internal team’s continued success and dedication to growing the brand’s presence. By putting the right people in the right seats, we are able to evolve and expand the brand, making us better as a company,” says Mike Dalton, Chief Operating Officer at Maui Jim. “These elevated leaders will spearhead strategy for national and global marketing initiatives, further amplifying Maui Jim within the eyewear space as a whole.”

Maui Jim’s new marketing leadership team will focus on further raising brand awareness and consideration across international markets while continuing to showcase its complete range of sun and optical styles – both available in prescription.

  • Jay Black, who has been with Maui Jim since 2013 and played an instrumental role in transforming the brand’s global marketing and activation strategies, has been elevated to Chief Sales and Marketing Officer. Black will now manage all facets of Maui Jim’s marketing and sales, overseeing new promotional and strategic programs to further elevate the brand’s distribution and awareness.

    Jay Black
  • Diego de Castro, formerly the Global Brand Strategy Director, who was responsible for leading the brand’s global strategy for the sun category over the past two years, has been elevated to Senior Director of Brand Marketing and Management. De Castro will oversee Maui Jim’s marketing strategy in the sun and optical categories on a global level.

    Diego de Castro
  • Julie Barton, one of the longest-tenured employees in the marketing department at over 23 years, has consistently leveraged Maui Jim’s marketing efforts to fit the ever-evolving retail environment. Barton has been promoted to Senior Director of Marketing, the Americas, and will continue to elevate the brand’s overarching presence and awareness in one of its biggest markets.

    Julie Barton
  • Martijn van Eerde, formerly the Director of Marketing for Europe, has continued to utilize his visionary skillset to strengthen Maui Jim’s awareness globally, during his 13-year tenure at the company. Van Eerde has been elevated to Senior Director of Marketing, EMEA & APAC (Europe, Middle East, and Asia Pacific) and will expand his impactful programs and strategies across various international markets.

    Martijn van Eerde


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