US powersports manufacturer Polaris Industries has promoted Craig Scanlon to the position of chief marketing officer, reporting directly to chief executive Scott Wine.
Commenting on his elevation, Wine said: “We are thrilled to have Craig Scanlon take on the new CMO role. Craig brings a winning combination of industry knowledge and passion, marketing acumen, visionary instinct, and unmatched energy to the table, all of which will be instrumental as we continue driving growth amidst a volatile and competitive market.”
Scanlon joined Polaris as an ATV field salesman in 2004 and then took on tasks of increasing responsibility in marketing, sales and general management in that sector. He finished up as chief retail officer of the off-road vehicle division — a job he will retain alongside overall marketing duties. Prior to this latest promotion, he was also vice-president of Slingshot, the company’s road-going three-wheeler product segment.
After Scanlon’s move upstairs, Polaris is fully integrating Slingshot into its motorcycle division alongside the Victory and Indian bike brands, under the leadership of motorcycling head Steve Menneto, who added: “These brands share customers and dealers, and we will aim to more efficiently drive Slingshot growth by leveraging the infrastructure and scale of our division.”