Baffin Promotes Jessica Liut to Vice President, Marketing

Baffin, the Stoney Creek-based outdoor wear brand, recently announced a significant leadership change, promoting long-standing company veteran Jessica Liut to the pivotal role of Vice President, Marketing. This elevation reflects Liut's substantial contributions and strategic impact since joining the organization.

Liut, who became part of the Baffin team in 2020, most recently served as the Director of Marketing. During her tenure in this capacity, she was instrumental in spearheading several successful initiatives, including the launch of global campaigns and high-impact partnerships. Furthermore, her leadership was critical in the successful implementation of international shipping capabilities and in guiding the continuous evolution and growth of Baffin's online business presence.

In her newly appointed role, Liut will continue to oversee and direct the Canadian brand’s marketing and e-commerce departments. Her expanded responsibilities will also include the crucial area of customer experience. Beyond her direct departmental leadership, she will maintain her commitment to the organization's internal culture and values, continuing to lead both the people and culture and corporate citizenship employee action groups.

Mark Hubner, Senior Vice-President at Baffin, expressed his enthusiasm for Liut's promotion, stating, “I am thrilled to name Jessica as vice president of marketing. Jessica has proven herself a dynamic leader, whose ability to balance creative vision with commercial strategy has elevated Baffin’s standing across every channel. She is also a champion of culture and citizenship within our organization — a people-first leader whose adaptability and authenticity inspire those around her.”

This leadership development occurs within the context of Baffin's broader corporate structure, following its acquisition in 2018 by luxury outerwear manufacturer Canada Goose. The transaction was valued at C$32.5 million, integrating Baffin into a larger portfolio of premium outdoor apparel brands.