Outside Interactive, Inc., the world’s leading creator of active and healthy lifestyle content, events, and experiences, today announced that Dmitri Siegel has been named as its Chief Marketing Officer. Siegel’s appointment to the role comes out of a record year for the company, where many milestones were achieved, including a successful launch of Outside+, the ultimate membership for active and healthy lifestyle enthusiasts that combines all of the Outside brands into a single bundle offering and is changing the way people experience media.

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“It is always a privilege to join a brand in the middle of a growth phase and see that growth through to new heights.”

With more than 10 years of experience leading and modernizing brands, building teams, and driving growth, Siegel will serve as both architect and steward of the Outside story. He will drive marketing strategy, guide product launches, build strategic partnerships, and experiment with new tools and techniques for creating and sharing valuable brand narratives. He brings a creative past and passion for quality media to the company, starting as early as childhood when he would spend time with his mom at the National Geographic offices, where she was an editor.

“As Outside moves to reach new audiences through innovative content, products, and features, Dmitri’s expertise will be key to the ongoing development of our brand vision,” said Robin Thurston, CEO of Outside. “His integrative, user-centric approach to creative strategy and brand design will help us to enhance the member experience and deliver the highest quality resources for outdoor and active lifestyle enthusiasts.”

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Siegel will report directly to the CEO and collaborate with company executives and teams to explore new ways of storytelling, enhance the member experience and continue to increase Outside’s global presence.

“Outside combines my passions with my expertise, so the decision to join the company was an easy one,” says Siegel. “It is always a privilege to join a brand in the middle of a growth phase and see that growth through to new heights.”

Siegel joins Outside from sound experience company Sonos, where he served as Vice President and General Manager of Sonos Radio, and earlier as Vice President of Global Brand. At Sonos, he led all aspects of the company’s music service — including content, marketing, and revenue — and worked to launch a cut-through brand identity via rigorous design, system thinking, and a focus on the consumer. Before Sonos, Siegel served in senior creative executive roles at Patagonia, Urban Outfitters, and the Sundance Channel.

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