On April 15, GoPro announced that former Pandora and Banana Republic CMO Aimée Lapic is joining the company as Chief Digital Officer to lead direct-to-consumer growth initiatives, a key focus of GoPro’s business strategy. Here are Aimée’s thoughts about this move, in her own words.

I’m so excited (er … stoked) to be joining the GoPro family! I’ve been a fan of the brand, company and amazing videos and stories that GoPro has inspired over the years. What GoPro stands for as a company truly resonates with me—creating solutions that inspire and enable the world to celebrate and share itself in unique ways. And the emphasis that you place on diversity and inclusion for both your employees and customers is also incredibly important to me. 

Here’s a little bit about my background: I’ve built my career on putting the customer first, whether offering incredible value through personalized music with Pandora or through a more intuitive and inspirational customer experience with Banana Republic and the Gap. Through the years, I’ve held leadership roles in startups and publicly traded companies, in eCommerce, subscription and brick and mortar store businesses around the globe. I’m no stranger to both amazing high-growth businesses, as well as turnarounds, and recognize that the current state of the world with this global pandemic is presenting every business with a highly unique challenge. And frankly, like many of you, I love a great challenge.

I’m excited to be joining GoPro at such a pivotal time where the focus and direction of the company aligns so closely to that of my career—putting the customer first and foremost at not only the center of amazing experiences but transactions and business as well.

On a personal note, I’m a mother to three amazing children. And as they bike, skate and ski their way through life, my coolness factor with them just got a boost, thanks to GoPro!

I am looking forward to working with the entire GoPro team to continue and build upon the amazing business that y’all have created!