Grundéns Hires Ashley Williams as Vice President of Marketing

January 12, 2021

January 12, 2021 (Poulsbo, WA) – Grundéns, producer of the world’s leading fishing apparel and footwear, today announces the hiring of Ashley Williams as vice president of marketing. Williams most recently served as senior director global marketing for Keen and vice president of marketing for Amer Sports Americas. Williams will lead an existing marketing team in all the brand’s marketing efforts, including creation of a new strategy to guide its entry into the bass fishing market.

“Ash is a proven leader with a long track record in leading marketing at top companies in the outdoor industry and we welcome his expertise and skills to our team,” says David Mellon, CEO of Grundéns. “With his experience creating successful strategies for increased consumer demand and brand growth, Ash will quickly bring improved structure and execution to our marketing initiatives. We are pleased that he has agreed to join us and is already making significant contributions.”

Williams spent over six years leading the creation and execution of omni channel brand strategy, go-to-market process and fully integrated, digital first marketing programs at Keen. Prior to that, he led the Americas marketing team in the creation of commercially driven go-to-market plans across the Amer Sports brand portfolio. He has also served in key brand marketing roles at Yakima and Adidas.

He adds, “I’m honored to be given the opportunity to be part of such an iconic fishing and outdoor brand. Carl Grunden started the company with a passion to make the best product available and I’m excited to join the rest of the team to continue growing Grundéns into the most trusted brand in Fishing.”


Carl A. Grundén began producing traditional waterproof oilskins in 1911 for the fishermen of the North Sea in Grundsund, Sweden. Material shortages during World War I forced the company to close but in 1926 Grundéns Regnklader AB was founded, and has been producing quality gear ever since. Today, the brand operates globally from Boras, Sweden and Poulsbo, Washington.Learn more at Grundéns.com.