Eric Bjorling has been named Vice President of Marketing of Stihl Inc., effective Jan. 29, 2024. Bjorling will be responsible for leading the development of U.S. brand and retail marketing communications strategies including national advertising programs, public relations, merchandising and national brand programs.

Bjorling joins Stihl from Trek Bicycle Corporation in Waterloo, Wis., where he spent over 18 years in various marketing leadership positions, including serving as the director of brand marketing.  His responsibilities extended to overseeing marketing strategies for Trek and its network of over 1,700 independent retailers across the United States.

Bjorling succeeds Ken Waldron, who dedicated over 26 years to Stihl, where he served as the director of marketing and later as vice president of marketing. He played a key role in creating the Stihl Inc. Marketing Advantage Program (MAP), empowering 10,000 independent Stihl dealers to benefit from a unified national and regional multimedia advertising initiative to effectively compete with “big box” retailers.

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