Gemini said Ortovox Taps Vaude Veteran Manfred Meindl to Lead Digital D2C Revolution

Ortovox, the leader in mountain safety and wool-based technical apparel, has announced a major addition to its executive team. Manfred Meindl, a seasoned marketing strategist with a 15-year tenure at Vaude, has been appointed as the brand’s first Director of Marketing & Digital D2C.

The move, effective immediately as of April 15, 2026, signals a strategic shift for the Taufkirchen-based manufacturer as it seeks to more deeply integrate its brand storytelling with its digital sales channels.

In this newly created leadership position, Meindl is tasked with overseeing the company’s Direct-to-Consumer (D2C) marketing and digital operations. His primary focus will be driving a seamless synergy between how the brand is perceived globally and how customers interact with Ortovox across digital platforms.

“After a year of making important structural and strategic decisions, this new addition is another milestone on our path to strategically guiding the Ortovox brand into the future,” said Stefan Kohlbauer, CEO of Ortovox.

Meindl brings a formidable resume to Ortovox, having spent a decade and a half at fellow outdoor heavyweight Vaude. During his time there, he climbed the ranks from Head of Online Marketing to Head of International Marketing & Digital Services, eventually serving as Head of Marketing for the last four years.

At Vaude, Meindl was credited with expanding the brand’s digital infrastructure and platforms, as well as refining its international marketing strategy. His expertise in navigating the complex intersection of e-commerce, digital touchpoints, and holistic brand management made him the ideal candidate for Ortovox’s ambitious 2026 goals.

Beyond his professional accolades, Meindl is deeply embedded in the mountain sports culture that Ortovox serves. A native of Innsbruck, he is an active alpinist, climber, trail runner, and whitewater kayaker.

“With Manfred, we are gaining a proven marketing expert who thinks holistically about brand management and authentically embodies our target groups,” Kohlbauer added. “His combination of digital expertise, strategic vision, and genuine passion for mountain sports is a great asset.”

The appointment comes at a time when traditional wholesale brands are increasingly prioritizing their direct-to-consumer digital footprints to better manage customer data and brand experience. By hiring Meindl, Ortovox is positioning itself to not only maintain its reputation for technical excellence in safety equipment and merino apparel but to also lead the industry in digital engagement and modern retail strategy.