United Wheels has retained Highline Outdoor Group for Vice President of Brand and DTC Marketing Search
United Wheels Retains Highline Outdoor Group for Executive Search of Vice President of Brand and DTC Marketing
Miamisburg, OH — United Wheels, a global leader in outdoor recreation brands, has partnered with Highline Outdoor Group, a renowned executive search firm specializing in the outdoor and sporting goods industries, to lead the search for its next Vice President of Brand and Direct-to-Consumer (DTC) Marketing. This strategic hire will play a pivotal role in elevating United Wheels’ portfolio of iconic brands, including Huffy, Niner Bikes, Batch Bicycles, Vast and Buzz E-Bikes, to new heights across global markets.
With a legacy spanning over 130 years, United Wheels is committed to innovation, durability, and community impact. The company’s diverse and passionate team is united by a shared drive to create meaningful products and experiences for riders worldwide. United Wheels’ presence extends to over 50 countries, with a stronghold in North America, Latin America, and Europe.
“We are excited to partner with Highline Outdoor Group to find a leader who embodies our passion for innovation and growth,” said Bruno Maier, President and Chief Operating Officer of United Wheels. “This role is critical to shaping the future of our brands and expanding our global presence, particularly in the digital and DTC channels.”
The new Vice President of Brand and DTC Marketing will be responsible for leading the development and execution of a comprehensive marketing strategy. The focus will be on enhancing brand perception, driving demand, and expanding DTC and e-commerce performance, and key partnerships with major retailers.
“This is more than just a marketing role—it’s a leadership opportunity to shape the future of a company with deep roots and a bright future,” said Tony O’Neill, Founder and President of Highline Outdoor Group. “We’re excited to bring our expertise in outdoor and sporting goods industries to help United Wheels find a leader who can push boundaries, innovate, and drive success.”
The incoming VP will work closely with cross-functional teams, including IT, product development, and sales, to ensure cohesive consumer experiences across all touchpoints. They will also play a critical role in expanding the e-bike category, focusing on mass retail, DTC, and dealer channels for brands such as Huffy, Buzz, and Niner.
Highline Outdoor Group, with over 13 years of experience in executive placements for the outdoor industry, is uniquely positioned to find the right candidate for this pivotal role. The firm’s commitment to quality, deep industry insight, and personalized approach makes them the ideal partner for United Wheels as they continue to push the boundaries of innovation and market expansion.
For more information on Highline Outdoor Group’s executive search services or to apply for the Vice President of Brand and DTC Marketing position at United Wheels, please contact Tony O’Neill at tony@highlineoutdoor.com.