Schneider Adjusting the Focus at North Pole

Brandweek,  July 17, 2000  by Mike Beirne

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Pat Schneider's primary objective is converting North Pole, a manufacturer of camping equipment, travel luggage and mobile furniture, from a sales-driven, customer-focused organization to one that is marketing-driven and consumer-focused.

The new svp of marketing at North Pole is developing advertising, promotions and public relations programs to get the Fremont, Calif.-based company--now in the throes of brand building and new product development--to register with consumers. She also expanded her role to the Internet arena by taking charge of establishing the company's Web site and executing business-to-business and business-to-consumer strategies.

Schneider brings more than 20 years of marketing experience to her new assignment, honed with such companies as Gillette, Johnson & Johnson, Bristol Myers Squibb and Kodak.

"In my previous posts I was responsible for the equity development, new product positioning and global launch efforts for several of the companies' flagship brands which resulted in significant worldwide market share growth," she said. "In my new role at North Pole, I will be leveraging my Fortune 500 brand development experience and be responsible for building brands for one of the world's leading private label manufacturers of camping equipment."

Her marketing responsibilities will include providing strategic direction, product line definition, positioning and directing development for all new products and brands. The one-woman band currently is focused on building a marketing team to help lead North Pole into its new role as a marketing driven company.

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