Atomic has reorganized its global commercial and marketing leadership with six appointments, placing strategic account management and omnichannel execution under two VPs – a structure that treats specialty ski retail as a strategic priority, not a channel.
Atomic, the Austrian ski manufacturer owned by Amer Sports, has named six directors across its global commercial and marketing organization. The changes consolidate omnichannel sales, strategic accounts and brand functions under two senior vice presidents, effective May 19.
Erhard Schmutzler, who has spent more than 25 years at the company and most recently led EMEA, moves into a newly created Director Strategic Accounts role with global scope. Atomic intends to manage its most important retail partnerships at a brand level rather than leaving them entirely to regional teams. Blair Blackie, previously head of Canadian sales, takes the EMEA Director for Omnichannel Sales and Marketing position. In Asia-Pacific and Greater China, David Drösser assumes a dual mandate as Director Commercial and Director Omnichannel Sales and Marketing.
Schmutzler, Blackie and Drösser all report to Christian Haitzmann, Vice President Commercial.
The marketing function reorganizes under James Fairbank, Vice President Marketing, with three directors covering distinct but interdependent disciplines. Bianca Steinegger continues in the Director Digital and e-commerce role they have held since November 2025. Christina Hofinger is promoted to Director Brand, taking responsibility for strategy, creative direction, product marketing and the brand system. Stefan Reichhart moves into Director Brand Activation, leading sports marketing, trade marketing, events, partnerships and in-market execution.
Atomic employs approximately 750 people and sells in 49 countries. The company competes across alpine, racing, ski touring and cross-country categories and has been the world’s largest ski manufacturer by volume.
