Chief Marketing Officer
Tait Wardlaw has spent more than 20 years building brands, driving brand awareness, developing strategic marketing assets, motivating audiences, and driving revenues in B2B environments including the outdoor, hospitality and destination marketing industries.
Prior to joining Resonance, Tait held numerous senior executive brand management roles at firms, including: Genome Digital, Adworkshop, Rossignol, Dynastar, Lange, Nordica and Chugach Powder Guides.
Over that time, Tait helped launch or relaunch many businesses, establishing a track-record of growth in brand value, increased audience engagement; growth in customer awareness & demand, and improving profitability.
At marketing agencies, Tait helped drive client and agency business and brand strategies. At the Rossignol Group, Tait implemented a retailer-centric, product marketing strategy that increased sell-through and profitability for the brand and retail partners. He participated in the execution of that strategy for six brands and divisions (Rossignol Alpine, Nordic, Snowboard, Dynastar, Lange, Look) that brought greater, more focused, product demand and sales to each business unit.
At Chugach Powder Guides, a destination heli-skiing operator in Girdwood, Alaska, Tait implemented brand and marketing strategies, generating significant increase in consumer awareness of this unique destination resort experience, increasing profitability at the same time.
Tait has held lead and advisory marketing roles in other businesses, too. He’s also an award-winning journalist with published work in business and news media, including: Inc. Magazine, The NY Times, The Boston Globe, CFO Magazine, and numerous outdoor magazines.