News Release
YakAttack LLC Announces Hiring of Joe Butler as Vice President of Sales
Butler brings a distinct knowledge of the paddlesports category with over 30 years of experience as a watersports retailer at Black Creek Outfitters.
Farmville, VA - YakAttack LLC, a Virginia-based manufacturer of paddlesports and fishing accessories, announced today the hiring of Joe Butler as Vice President of Sales. Butler was previously the owner of Black Creek Outfitters of Jacksonville, FL, and brings 30-plus years of business development and watersports retail experience.
“Deep in YakAttack’s DNA is an attention to detail in the design and manufacturing process that is a true differentiator. Their authenticity and brand awareness in kayak fishing accessories is second to none. I am excited to be in a position to tell the story of YakAttack and collaborate with our retail network and OEM manufacturing partners to drive growth, innovation, and profitability across all channels,” said Butler.
While at Black Creek Outfitters, Butler created a retail organization centered around the customer experience and data-driven decision-making. In 2015, Black Creek was named Most Innovative Retailer by the Grassroots Outdoor Alliance.
YakAttack has made significant investments in its organization and operations over the last year, preparing the company to grow substantially in the years to come.
“We’re really excited to have Joe on board,” said YakAttack’s CEO Luther Cifers, “In a rapidly changing retail environment, Joe’s experience will be critical in helping us continue to develop and strengthen our distribution network. We see significant opportunities in Specialty Retail and big box distribution as well as the OEM manufacturing arm of our business, and bringing on an executive of Joe’s caliber to develop those opportunities was an important strategic step for our team. Joe’s experience, paired with his entrepreneurial spirit and customer-centric philosophy, makes him uniquely suited for this opportunity.”
Having spent most of his life in Florida, Butler is a lifelong waterman and enjoys spending time with his family kayaking, standup paddle boarding, sailing, windsurfing, fishing, and other outdoor sports such as biking, hiking, and camping.
Butler’s responsibilities include developing and overseeing all sales channels for YakAttack LLC, including the retail network, OEM relations, and e-commerce outlets.
A message from Joe - "The opportunity to work with the team that designs and manufacturers best in class product is amazing. What Luther Cifers and his team have built in Farmville is unique. You can talk about the product and the fact that all the work is done in the USA however it is the culture that makes YakAttack different. Attention to detail, reinventing products as well as the way they are developed and manufactured are what our customers see on the outside. Our next step is to bring the level of collaboration that is inside YakAttack to all of our retailers and OEM manufacturing partners. I see a lot of opportunity and I am ready to get on the road."