Vancouver-based waterproof footwear brand Vessi has announced the appointment of Lorrin Pascoe as its new Chief Marketing Officer (CMO)—a strategic move that signals the company’s ambitions to scale globally and solidify its position as a leader in waterproof sneakers.
The company, founded in 2018, has built a reputation for creating 100% waterproof, comfortable footwear that inspires people to embrace rainy days. With a loyal customer base and growing international recognition, the retailer is now focusing on deeper market penetration and brand storytelling—areas Pascoe is expected to spearhead.
Pascoe brings over 20 years of experience in marketing leadership roles, with a proven track record of building category-defining brands and delivering sustainable business growth. He will oversee marketing strategy, digital campaigns, brand storytelling, and community engagement as the company enters its next phase of growth.
“Lorrin’s unique blend of creative vision and data-driven leadership makes him the perfect person to help shape the next chapter of Vessi,” said Andy Wang, Co-Founder and CEO of Vessi. “His passion for purpose-led brands and deep expertise in omnichannel marketing will be instrumental as we continue to redefine what it means to be a modern, mission-driven brand.”
Prior to joining Vessi, Pascoe held senior marketing roles at KOHO, Sonos, and Adidas, where he led high-impact campaigns and helped build strong brand communities.
Speaking about his new role, Pascoe shared a personal connection to Vessi’s mission. “Having always had a deep personal connection with water, be it the ocean, rivers, or rain, discovering Vessi was almost life-changing for me, by unlocking the fun of wet weather,” said Pascoe. “I’m excited to help lead the brand into its next chapter – scaling with intention, connecting deeply with consumers, and amplifying the values that have made Vessi so beloved by its community.”
The appointment marks a key milestone for Vessi as the company continues to launch new product innovations and invest in customer-first initiatives aligned with its core values.
Founded in Vancouver, BC, Vessi’s mission is simple yet impactful: to inspire happiness in the rain. With its focus on waterproof comfort and style, the brand has redefined how people experience wet weather, transforming rainy days into opportunities.
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