The Taufkirchen-based mountain sports brand has recruited one of the outdoor sector’s most experienced digital marketers as it looks to sharpen its direct-to-consumer channels and brand positioning following a year its CEO describes as one of major structural change.
Ortovox has appointed Manfred Meindl as Director Marketing & Digital D2C, effective immediately. Meindl joins from Vaude, where they spent around 15 years and most recently served as Head of Marketing.
The new role combines brand marketing with responsibility for direct-to-consumer (D2C) channels, underlining the importance of owned retail and e-commerce as outdoor brands seek more control over customer relationships and brand messaging.
Based in Taufkirchen near Munich, Ortovox is a long-established German mountain-sports specialist with roots in avalanche safety equipment and a broader business spanning technical apparel, backpacks and climbing and ski-touring gear. The brand is particularly well known in the Alps for safety-focused products and for its wool-led apparel line, and operates in the premium segment of the outdoor market.
Meindl’s background at Vaude
At Vaude, Meindl held a series of senior roles including Head of Online Marketing and Head of International Marketing & Digital Services, before leading the marketing function for the last four years. Responsibilities included digital platform development, international brand positioning and the management of integrated marketing and digital teams.
Implications for Ortovox
Bringing marketing and “digital D2C” together in one leadership title points to a stronger focus on expanding direct channels and tightening the link between brand communications and commerce. Ortovox is also broadening its product scope, with plans to enter the mountain biking category from summer 2026. Ortovox CEO Stefan Kohlbauer described the hire as part of a wider period of structural and strategic change at the company.
