Industry Profile: Dye Marketing Manager Joel Kramer

19 Jul, 2012

Job Title: Marketing Manager
Employer: Dye
Years on snow: 16 years
Days on snow: A lot, I don’t count anymore.
Currently Riding: Bear, Mammoth, and frequent trips to Colorado.
Currently I am: Working at the Dye office here in San Diego, CA.

Shay: Tell us a little bit about yourself
Joel: 3 random facts; I snowboard regular, and skate goofy. If I didn’t work in action sports I would be a Spanish teacher. Lastly, I know where every cop sits on I-70 between Denver and Avon.

Shay: How has snowboarding changed your life?
Joel: It has influenced where I live, the way I dress, the things I buy, my friends, my job, my girlfriend, the beer that I drink, and my entire lifestyle as a whole. The shred life is never ending adventure.

Shay: How did you get your start in the industry, who or what opened up more opportunities for you?
Joel: I moved to Vail to work as a lifty, doing whatever it took to get 100 days plus. I got my foot in the door while working at the Click in Steamboat, and going to school at CMC. I had come the realization that I wasn’t going pro, but really wanted to be a part of the industry. So I applied for a bunch of internships, and thanks to Sully and DI I began working with Rome SDS in 03.

Shay: How has your previous education or work experience helped you in your current job?
Joel: My education at CMC, retail shop experience, and various service industry jobs have all taught me valuable knowledge about how to run a business, creatively solve problems, and be a better communicator. Working as a sales rep for 8 years taught me the importance of personal relationships, attitude, time management, integrity, and I was able to learn how to mix work and fun. Handling a wide variety of tasks as a rep makes you a well-rounded businessman, in addition to teaching you all the ins and outs of the industry. All of that previous experience has helped me in my role here at dye.

Shay: Tell us about your role at Dye and a description of the work you do?
Joel: As Marketing Manager and Team Manager I direct, manage, and coordinate all marketing, advertising, and promotional events for the snow side of the brand. I accommodate all media relations, manage team athletes, control, maintain, and develop content for all marketing channels. I work closely with the design team, athletes, and sales force to improve products, and aid in strategic decisions that increase market share and overall health of the brand. Simply put, I overthink why things work, sell, look, and sound cool.

Shay: If you had to make up a job title that most accurately described what you REALLY do, what would it be? Joel: Official Shred Life Advocate.

Shay: Describe the craziest day/moment you’ve had at your job?
Joel: Up in Alaska this spring we had scouted a river gap to shoot, spend a few hours setting up and waited for the afternoon sun. When we returned to the spot a huge mamma moose with her 2 calves were standing right under our jump. If getting shut down by the moose wasn’t strange enough, out of the bush came 2 Canadian lynx which we think were hunting the calves. It was some crazy up close national geographic stuff, at the time we were laughing hysterically.

Shay: What are some memorable experiences from working in the industry?
Joel: So many great memories…. First SIA tradeshow, I was raging in Vegas with the cheesiest fake ID ever. Multiple Rome sales meetings with the og reps. The Any Means video premiere in Denver. Waxing over 100 demo boards in one night. Taking heli runs with dealers straight from the snowbasin on-snow. Doing heli in AK. Driving an RV across British Columbia, and riding powder with snowboard legends.

Shay: What do you think are the biggest challenges that the snowboard industry faces and what changes would you like to see for the future?

Joel: I think one of the largest challenges we face is increasing participation amongst young kids, while retaining existing participants. Programs that make snowboarding more affordable and more accessible to the youth are a great place to start.

Shay: What advice would you give to people wanting to work in the industry?
Joel: Start by working at a shop, learn as much as you can about the specific sport or field you desire to work in. Ask questions, always answer your phone, and keep doing what makes you happy.

Find out more at:
Twitter: @Dyesnow
Instagram: @Dyesnow

About the author


From the beginning of time, I was Shannon. From the beginning of snowboarding, I was Shay. From the beginning of online communities, I was Shayboarder. In the end, I’m the writer, photographer, editor, publisher, guru of sorts, product tester, curvy girl, and most importantly the snowboarder behind it all. Follow me on this journey through snowboarding, mountain biking, traveling and fun experiences!

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