Scott Hibbert
About Scott Hibbert
Scott Hibbert serves as the Global Sports Marketing Manager for Snowsports and Trail Run at The North Face, where he has significantly improved the athlete expedition process and increased gender parity within the teams. He has a background in sports marketing, having previously worked at Under Armour and holds a degree in Business Administration with a focus on Marketing.
Current Role at The North Face
Scott Hibbert serves as the Global Sports Marketing Manager for Snowsports and Trail Run at The North Face. He has held this position since 2017, operating out of Denver, Colorado. In this role, he has redefined the athlete expedition process, achieving a 75% reduction in the internal team time required for expedition evaluations. He also manages partnerships and has contributed to the progression of the snow sports and trail running teams by scouting and mentoring emerging athletes.
Previous Experience at Under Armour
Prior to his current role, Scott Hibbert worked at Under Armour for a total of nine years. He was the Global Sports Marketing Manager for Outdoor Performance from 2013 to 2017, and before that, he served as the Snow Sports Team Manager from 2008 to 2013. Both positions were based in Boulder, Colorado, where he developed marketing strategies and managed athlete partnerships.
Education and Marketing Expertise
Scott Hibbert studied at Algonquin College of Applied Arts and Technology, where he earned a degree in Business Administration with a focus on Marketing. His education spanned from 2001 to 2007, providing him with foundational knowledge that supports his current marketing strategies in the sports industry.
Achievements in Gender Parity and Social Analytics
During his tenure at The North Face, Scott Hibbert has made significant strides in promoting gender parity within the snow sports and trail running teams, achieving increases of 68% and 50% respectively over two years. He also implemented social analytics across all sports marketing efforts, which allowed for the measurement of return on investment (ROI) and aggregated athlete social engagement, resulting in an adjusted ad value of $3.7 million in 2020.
Involvement in Racial Equity and Athlete Engagement
Scott is a volunteer member of The North Face's Racial Equity Task Force, contributing to initiatives aimed at promoting diversity and inclusion within the organization. He has also produced the global athlete summit, collaborating with international marketing counterparts to enhance athlete engagement and brand presence.