New chief marketing officer at MMSA

Erik Forsell tapped as new Chief Marketing Officer for Mammoth Mountain Ski Area (Press Release)

mmsamainlodgeMammoth Lakes, Calif. – Erik Forsell was named Chief Marketing Officer (CMO) of Mammoth Mountain Ski Area this week by Rusty Gregory, the company’s Chairman and CEO.

In his new position, Forsell will drive all aspects of marketing for the resort including strategy, brand, product development, pricing, distribution and advertising.

“I look forward to the vision and keen perspective I know he will bring to the Marketing team and to the senior leadership of the company,” said Gregory.  “We look forward to Erik increasing market demand and materially growing winter and summer visitation to Mammoth.”

Forsell comes to Mammoth directly from ASICS America, where he oversaw ASICS’ marketing efforts in the United States, Canada and South America.  His vision and leadership helped ASICS America achieve its most successful year in 2012 by evolving an iconic but complacent brand globally through breakthrough creative, athletes, retail marketing, public relations, web strategy, events and media.  His work at ASICS was recognized by two highly prestigious awards: the Cannes Lions Festival and One Show Interactive for delivering two of the most innovative digital and outdoor marketing campaigns in 2012. Prior to ASICS, Forsell served as Vice President of Brand Development at the La Jolla Group, where he was instrumental in leading the marketing of brands such as O’Neill, Rusty, Lost, and Metal Mulisha.  Forsell is an innovative and passionate leader with broad-based marketing expertise in lifestyle, sports, and retail marketing.  He has held many transformational marketing roles with a keen focus on Southern California lifestyle and athletics.

Forsell and his family are long-time Mammoth fans and dedicated snow sports enthusiasts.  “Mammoth is a special place to me as well as millions of Californians.  I am excited to join a stellar team and combine my love of the outdoors with my passion for marketing,” he said.

Forsell is a graduate of the University of San Diego and received his MBA in Marketing from San Diego State University. He joins the team in Mammoth on June 17.

Howard Pickett recently resigned as Chief Marketing Officer. He will be continuing as a Senior Advisor to Forsell and to handle special projects.  Howard leaves the Chief Marketing Officer position after more than five years at the helm.

10 Responses to New chief marketing officer at MMSA

  1. ya right May 31, 2013 at 8:39 am #

    Rusty is full of himself

  2. MJA May 31, 2013 at 6:24 am #

    One hundred dollar lift tickets?
    I think if skiing was more affordable more people would ski.
    Affordable pricing would be a good marketing plan.
    Snow and price equals demand,


  3. John May 30, 2013 at 8:33 am #

    Another over paid ineffective executive bites the dust, probably got himself another high paying job. If you really think about it, Mammoth’s visitors were high when there was good snowfall and low when there was a draught. I’m sure he thought he was really smart during the wet season and was totally exposed as ineffective when the snow didn’t come.

    • Benett Kessler May 30, 2013 at 8:53 am #

      You might have missed this paragraph in the story:

      “Howard Pickett recently resigned as Chief Marketing Officer. He will be continuing as a Senior Advisor to Forsell and to handle special projects. Howard leaves the Chief Marketing Officer position after more than five years at the helm.”

      • John May 30, 2013 at 10:29 am #

        Benett, I do not know the exact circumstances of Howard Pickett’s departure. However when was the last time you heard an executive was fired, they always resign like the IRS chief that recently “resigned” or left for “better opportunities.” Its a different language when it comes to the upper suit of the business world.

        If you look at Howard Pickett performance as a marketing chief, his record really has not been stellar. I recall reading on Sierra Wave’s website, there was a layoff in 2009 and 2012, a 15% pay cut to exisiting employees as well as June Mtn closing last year. I’m not saying anyone would have done better, but then again with good snowfall I’m sure anyone would of had a great year. To me a good executive is one that can prepare for down years to take advantage of the good years.

    • Gregory runs the whole thing May 30, 2013 at 4:10 pm #

      I thought MMM was supposed to be the answer to Mammoth Lakes’ financial woes.
      All we’re hearing from her is “I want to hire somebody to save the town.”

      How stupid can the town council be?

      Is nobody brave enough to stand up to Gregory and call his bluff when he starts dictating his self-serving BS to the council? I really don’t think he’ll close the mountain down if his demands are not met.

      Nobody wants to admit that Mammoth Mountain has gone as far as it can go. Those that have $$$ are going elsewhere … away from the disappearing Middle Class (which makes up the bulk of the Mountain’s lift-ticket sales.

      • Desert Tortoise May 31, 2013 at 7:33 am #

        Well, why don’t go to the city council meeting and say there what you claim everyone is afraid to say? What is stopping you. Are you afraid of MMM yourself, or just afraid of looking ridiculous saying in public what you can say in anonymity on the internet?

        • Mountain Man Mike May 31, 2013 at 2:31 pm #

          Put the pipe down D.T. –
          The town council is owned by Gregory. (I thought everybody knew that) What the 800 lb gorilla wants – the 800 lb gorilla gets.
          Going to the town council is pointless and meaningless. (I thought everybody knew that, too)
          All one can do is wait for somebody new (who actually gives a rat’s ass about the town) and hope that he/she isn’t afraid of the 800 lb gorilla.

          ps – MMM is already on her way out and so is the town in a sense.
          pss – “Desert Tortoise is NOT an anonymous name?

        • H May 31, 2013 at 6:43 pm #

          Speaking of anonymity on the internet, you have been spouting for several months on just about every subject imaginable. Time to put up or shut up when it comes to you own words.

  4. Steve May 29, 2013 at 11:57 pm #

    It’s about time Howard Pickett left, look what he has done. NOTHING except turning Mammoth into a resort for the 1%. There has been 2 major layoff since his tenure, from what i have heard his pay was $250,000 plus bonus and a flight to southern california every weekend. The only time I’ve seen him in action is asking for tax dollars to subsidize flights into Mammoth.


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