Marketer Jelle Mul: We see Patagonia as an experiment in the way of doing business [Video]

The senior marketing manager opens up to Tim Healey about life at the for-profit clothing company that wears its social conscience proudly on its sleeve.

You’ve had a fascinating career, from being a road cyclist to brand management at O’Neill, Etnies and Thirtytwo at Sole Technology, retail marketing at Burton Snowboards and involvement with non-profits such as ShiftCyclingCulture and Surf for Freedom. On top of that, you have published sports stories and photography. When did you find marketing and how did you end up at Patagonia?

You could argue I grew up in a van. My parents had this Volkswagen T3 van and we would go to Norway every winter and every summer. We would drive around the country, camp outside, go fishing and do all kinds of outdoor sports. So that’s really where my love for nature and the outdoors started. My very first snowboard lesson was paid with a bottle of whiskey …

Tags Brand Identity, Brand Management, Brand Strategy, Brand Success, Digital Marketing