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Snow Peak USA Announces New Leadership Structure

October 13, 2022

Media Contact

Julie Atherton
JAM Media Collective

Portland, OR

Portland, OR – October 13, 2022 – Snow Peak, the global outdoor lifestyle brand, announces a significant reorganization for its Snow Peak USA leadership. As the brand continues a remarkable growth trajectory in the US, more than tripling its sales in the last four years, the new structure will provide more global integration and communication, while simultaneously inspiring dynamic decision-making at the local level. 

On October 1st, Snow Peak named Noah Reis as Vice President and Chief Operating Officer of Snow Peak USA. Matt Liddle will assume the role of Chief Futures Officer.  Yuichi Uchida has been named Chief Brand Officer. Chief Financial Officer Ross Halbach and Chief Revenue Officer Jason McGibbon’s roles remain unchanged at Snow Peak USA. 

“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,” said Tohru Yamai, CEO of Snow Peak.  “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, Reis will support efficient operations  in the US, while accelerating integration with the headquarters in Japan.  Reis 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. 

“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,” said Reis. “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.” 

Liddle, who has led Snow Peak USA as COO for the last 4  years, will step into the role of Chief Futures Officer, where he will accelerate the establishment of Snow Peak’s experience-based expressions, bringing Snow Peak’s vision of outdoor culture to life. 

“Snow Peak’s mission as a company is to enable experiences in nature that restore the human spirit,” said Liddle. “Our vision for the future of Snow Peak USA will deliver on this mission in even more profound and direct ways.  Starting with our Campfield in Long Beach, WA, we will build a broad network of nature-oriented Snow Peak experiences across the US that inspire community,  deepen our relationship with our customers, and bring a new vision for campgrounds to life.”

Uchida, previously Chief Culture Officer at Snow Peak, has been named Chief Brand Officer, where he will build on the existing brand transformation and accelerate marketing capabilities, while aligning with the global brand. 

About Snow Peak         

Founded in Japan in 1958, Snow Peak has been serving customers in the USA for more than 20 years, with a mission to unite people and alleviate the stresses of modern life through time gathering outside. Its Japanese-designed, lifetime-guaranteed outdoor goods serve as a catalyst for restorative experiences in nature. Focused on bringing people together, Snow Peak operates immersive retail locations in Portland and New York City, as well as a Portland restaurant, Takibi, a PNW izakaya that brings to life the brand’s belief that time spent sharing food and drink by the fire is the best way to connect with one another.