Cedar Carter, the Director of Marketing for O’Neill Women’s, is exiting the La Jolla Group to join an Australian activewear company called 2XU.
“I will certainly miss the surf world and all the friends I’ve made in this industry over my years at Roxy and O’Neill,” she said. “I have been with O’Neill for almost eight years, and surfing is such a big part of my life, so this transition is bittersweet,” Cedar said.
Cedar will be the VP of Marketing at the 2XU’s new U.S. headquarters in Santa Monica. She will oversee all areas of marketing, including brand, digital and PR for 2XU (pronounced Two Times You).
Cedar has fallen in love with 2XU’s products, she said.
“I typically start each day early with a surf, trail run or yoga, so if I’m leaving surf it makes sense for me to join the activewear industry,” she said. “I’ve been an athlete my entire life, and as a marketer, it’s important to me that I’m promoting something I’m passionate about.
“One of my immediate jobs will be to educate and excite the market on the fit, feel and benefits of graduated compression tights,” Cedar said. “In addition to their stores in Fashion Island and Century City, you can find 2XU at key boutique fitness locations such as Pure Barre, and they have their sights set on others, such as SoulCycle. They were very transparent with me on the business overall, and I was excited to see an extremely strong online business already.”
Cedar’s last day at O’Neill is January 10.
We will certainly miss seeing Cedar at industry events and wish her all the best in her new venture.