Atomic Strengthens Global Commercial and Marketing Structure

New leadership structure designed to improve trade support, market focus and global-to-local execution

Atomic today announced six leadership appointments and a restructured global commercial and marketing organization, effective May 19th. The changes appoint new directors across three areas - Omnichannel Sales & Marketing, Strategic Accounts and Global Marketing - and are intended to simplify how Atomic connects with markets, retailers, strategic accounts and consumers worldwide.

Erhard Schmutzler has been appointed Director Strategic Accounts, Global. Schmutzler joined Atomic over 25 years ago and has held senior roles across the business, most recently leading the EMEA organization. The new role reflects Atomic’s increased focus on strategic account partnerships, and a more consistent presence across consumer and trade channels.

Blair Blackie has been appointed EMEA Director, Omnichannel Sales & Marketing. Blackie previously led Atomic’s Canadian Sales organization and brings deep market and trade experience allied to a deep passion for the brand. In his new role, he will lead the EMEA omnichannel team, integrating sales marketing and execution across the region.

David Drösser has been promoted to a dual role as Director, Commercial and Director Omnichannel Sales & Marketing for APAC and Greater China. Drösser joined Atomic five years ago, and the combined role brings commercial leadership and omnichannel execution under one mandate for the region.

Schmutzler, Blackie and Drösser will all report to Christian Haitzmann, VP Commercial, reflecting the closer alignment of strategic accounts and regional omnichannel execution within Atomic’s global commercial organization.

In Global Marketing, three directors lead the function under James Fairbank, VP Marketing.

Bianca Steinegger continues as Director Digital and eCommerce, a role she has held since November 2025, leading the digital consumer journey, eCommerce growth and digital channel development.

Christina Hofinger has been promoted to Director Brand, with responsibility for brand strategy, creative direction, product marketing, brand operations and the brand system. Stefan Reichhart has been promoted to Director Brand Activation, leading sports marketing, trade marketing, events, partnerships and in-market activation.

“Specialist retail is where skiers fall in love with this sport, and it's where Atomic has always made its name. The new structure puts two key pillars – commercial under Christian Haitzmann, marketing under James Fairbank – in roles built around the people who matter most: our retailers, partners and the skiers they serve. Christina, Bianca, Erhard, Blair, David and Stefan each bring deep experience and insight to their key roles,” said Wolfgang Mayrhofer, President of Atomic.