Reef continues to invest in its business hiring its first-ever chief marketing officer in Michael Minter.

Minter resigned earlier this month as DC Shoes Global Head of Marketing in a move that coincided with the departure of DC Global General Manger Cory Long. Sorel said last week it hired Long to serve as president.

Minter headed up marketing at DC for the past six years. Prior to that, he served in a number of senior marketing roles, including global vice president of creative at Keen, global creative director of marketing at Billabong, and global creative director and vice president of marketing at Sanuk.

“[Reef Brand President] Mike Jensen has built an incredible team at Reef and I’m excited to be joining it,” Minter said. “I’ve always admired the brand, its confident position, its athletes, and of course its undeniably great lineup of products. My focus early on will be to bolster the brand’s current marketing momentum and storytelling engine, collaborate with the channel and product teams on some of the exciting launches on deck for 2024, and to bring in some new partnerships and collaborations. Great people. Great culture. Great brand. This is going to be fun.”

Minter now reunites with Jensen, with both having worked together in the past at DC.

For Reef, Minter’s hiring fits in with the brand’s long-term strategy, according to Jensen.

“Over the past 24 months, Reef has experienced market-leading growth and we’ve taken share from our competition across all channels,” Jensen said.

He added the company will continue “doubling down on the growth and investing even more in the business.”

In May Reef entered brick-and-mortar with an Encinitas pop-up shop on Coast Highway. Earlier this year, the sandal brand signed a lease for a 37,200-square-foot building in Carlsbad to serve as its new headquarters.

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