Manhattan Beachware creates new Global Director of Marketing and DTC role

By

Cassidy Mantor

Published
May 12, 2017

Manhattan Beachware Inc. has gone outside of the apparel industry to find its new Global Director of Marketing and Direct to Consumer lead, Julie Guaderrama.

She was tapped specifically for her skills in digital strategy as well as for partnership development. Manhattan Beachwear was also attracted to her branding and experiential marketing skills combining both digital and traditional marketing strategies.

"Julie’s integrated marketing experience made her a perfect fit for the company’s domestic and international trajectory. We’re extremely pleased to have recruited someone with her breadth of knowledge, and look forward to the positive contributions she’ll bring to the organization,” said Kevin Mahoney, CEO.

Guaderrama most recently brings experience from the tech industry at IEEE Computer Society. Previously she was the head of entertainment and events for The Queen Mary.

She is a Southern California Native, having received a degree in business marketing from California State University-Long Beach - College of Business Administration.

The Global Director of Marketing and Direct to Consumer role is a new one for Manhattan Beachware. In the role, Guaderrama will be responsible for all consumer facing branding and marketing as well as growing the direct to consumer business for all of the brands.

Manhattan Beachware brands include La Blanca and 24th and Ocean. It also holds licenses for Hobie, Kenneth Cole, Polo Ralph Lauren, Sperry, Nanette Lepore, and Trina Turk.

Guaderrama will report directly to the CEO, Mahoney.