MasterCraft names new marketing director

VONORE, Tenn. – MasterCraft Boat Company has appointed John Behling as its new director of marketing, the company said in a statement Wednesday. Behling will be charged with overseeing all marketing activities, such as brand management, product rollouts, events, athletes and media.

“MasterCraft’s customer base is more diverse than ever, which is why we offer an extensive line of luxury performance towboats,” said John Dorton, MasterCraft CEO and president. “The flip side is it has become increasingly more complex to market our brand because it has reached beyond ski lakes to include coastal waters – beyond ski boats to the CSX, our all-purpose center console boat. As a result, we knew we had to hire a top-level marketer to handle the many intricacies of our brand.”

Prior to 1995, Behling worked as a graphic designer, art director and account manager for various agencies. Since 1995, Behling has worked as marketing manager and director for companies such as Jim Beam Brands Company, Life Fitness and, most recently, Red Bull North America.

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