Cabela's names CMO amid management shuffle

Outdoor retailer Cabela's promoted six executives this week, including naming the company's first CMO.

Patrick Snyder was promoted to EVP and CMO from his former post of SVP and president of merchandising and marketing.

The shift, announced January 19, means Snyder will be responsible for both the e-commerce and catalog segments of Cabela's. He will also oversee market research, retail advertising, brand management and media relations.

In addition, Michael Copeland will take on the role of EVP and COO. Previously VP of retail operations, he will remain in control of retail operations in the US and asset protection, while taking on responsibilities for Canadian operations. 

Cabela's representatives were not available for comment at publication.

Other promotions include Brian Linneman to EVP and chief merchandising officer; Ralph Castner to EVP and CFO and chairman of the board of World's Foremost Bank, a Cabela's subsidiary; Joseph Friebe to EVP; and Charles Baldwin to EVP and chief administrative officer. Friebe will also retain his position as president and CEO of World's Foremost Bank.

Last October, Cabela's and World's Foremost Bank launched a credit card and loyalty initiative with Cenex. The previous week, it hired Webtrends for analytics.