Plano Synergy Announces Key Additions to Marketing Team
Published By OutdoorsFIRST Media Published January 10, 2017
Grand Prairie, TX (January 10, 2017) - Plano Synergy, a market leader across multiple hunting and fishing product categories, has announced the hiring of Courtney Henderson as Senior Director of Marketing, Andy Baumbach as Hunting Marketing Manager, and Lori Goldberg as Retail Marketing Manager.
Senior Director of Marketing Courtney Henderson
Courtney Henderson joins Plano Synergy as Senior Director of Marketing, working closely with Vice President of Marketing, Pete Angle. "Courtney's drive to understand and help people - from the consumer to people she may never actually meet - make her a tremendous asset to the Plano Synergy team," says Angle, who points towards Henderson's extensive media planning and merchandising expertise as significant factors in her hire. "Courtney's wide-ranging experience with key retailers and iconic brands put her in a great position to help propel our own products and brands to even greater success."
After graduating from the University of Oklahoma with a business degree in marketing with an advertising emphasis, Henderson spent 12 years on the advertising agency side of the industry, gaining skills in media planning/buying and account service at notable firms like TracyLocke and Saatchi & Saatchi X. She went on to help lead the in-store experience and merchandising for major brands like Pampers, Tide, Bounty, Charmin and more on Walmart's global customer marketing team.
Later, Henderson took her passions client-side as Senior Marketing Manager of National Retail for Samsung, where she grew to further appreciate the complexities of the shopper mindset - leading fast-paced and highly competitive mobile phone launches and honing her in-store merchandising skills at retail giants like Target, Walmart, Amazon and Costco.
Outside of work, Courtney is incredibly passionate about giving back to her community. Through her involvement with the Junior League of Dallas, she serves as a mentor at Interfaith Family Services, a housing facility helping people transition from homelessness to self-sufficiency. Most recently, Courtney and her husband, Brian, became first-time parents when they were placed with a baby boy. Charlie, who they plan to adopt, turned 12 weeks on Christmas Day.
"It's incredibly exciting and uplifting to work with such an enthusiastic customer base while representing so many products and brands that are true category champions," says Henderson. "It's a marketer's dream come true, topped only by the outstanding team of smart, creative and equally passionate people I get to work with here at Plano Synergy every day."
Hunting Marketing Manager Andy Baumbach
Andy Baumbach is Plano Synergy's new Hunting Marketing Manager, reporting to Henderson. "In addition to an exceptional set of skills and work ethic, Andy brings an intimate familiarity and appreciation for the Plano Synergy brands," says Henderson, referencing both Baumbach's personal attachment to the outdoors, and his ongoing employment with Plano Synergy.
Baumbach understands the passions of Plano Synergy's customers well. A Florida native, he grew up hunting whitetails in Georgia with his dad. He first entered a blind at age two, and took his first deer at 11. They set out on the water during the summer months, fishing along Florida's Gulf Coast for saltwater sport fish and chasing largemouth bass on inland lakes and rivers.
Baumbach graduated from the University of Central Florida in 2014 with a digital marketing degree specializing in graphic design. Looking to kick-start his career, he applied for a graphic design role at Plano Synergy's Grand Prairie office. One month later, Baumbach became a Texas resident and began working on brands like Barnett Crossbows, Zink Calls, Avian-X, Flextone and Browning Crossbows.
"It's hard to express how truly excited I am to have this new opportunity, or how appreciative I feel to have earned Plano Synergy's trust," Baumbach says. "Plano Synergy has a great team in place and I'm looking forward to helping grow these awesome brands and products that I have so much personal faith and pride in."
Retail Marketing Manager Lori Goldberg
Lori Goldberg joins Plano Synergy as Retail Marketing Manager, and also reports to Henderson. "Lori has an impressive record of successfully implementing cohesive retail identities across thousands of individual dealership entities," says Henderson, recognizing Goldberg's professional accomplishments during her tenure with Oakley and Yeti Coolers. "She's proven that she can sort through a brand's existing retail landscape and piece it back together in a way that speaks to a brand's identity and, ultimately, its consumers."
Goldberg graduated from California State University-Long Beach with a B.S. in Marketing specializing in Strategic/Operations Management before taking her first job as a Retail Marketing Specialist at Oakley. She grew up in California where the surfing/skating culture was king. Working behind the scenes at Oakley, Goldberg learned how to translate the culture she knew well so people at stores around the world understood it, too. It was during this time that she truly fell in love with the outdoor industry.
Lori went on to become a Retail Marketing Manager at Ariat International before moving to Texas in 2014 to work for Yeti Coolers, which had no retail marketing function at the time. She's approaching her new role at Plano Synergy with a level of tenacity that mirrors her past accomplishments. "I'm looking forward to diving into all of our brands to understand and enhance consumer perceptions," she says.
When she isn't working with outdoor brands, Lori is in the outdoors herself - exploring Europe with her twin sister, snowboarding down a mountain in Colorado, or camping at a Texas park. Like so many at Plano Synergy, Henderson, Baumbach and Goldberg know that life is best lived outside.