Rapala VMC is making some major changes at the top of the business as it works to drive global brand growth while maintaining its strong US momentum.
After four years successfully leading Team Rapala VMC USA, Marcus Twidale will return to Europe at the end of this year as vice-president, Rapala Brand and Group Strategic Brand Management.
In this new role, Marcus will focus on accelerating the implementation of the firm’s brand-focused growth strategy, which it initiated earlier this year. Looking ahead, Marcus will coordinate all Rapala-branded initiatives.
Rapala VMC president and CEO Cyrille Viellard said: “I believe it is essential for our group to commit to a strong, long-term strategic plan for our flagship Rapala brand, and Marcus will play a central role in this effort.
“He will work closely with our product development, marketing, manufacturing, sourcing, and sales teams to develop the global Rapala brand, while also creating processes and driving the strategic development of all group brands.”
Marcus will be succeeded as Rapala VMC USA president from January 1st, 2026 by current US head of sales Travis Tuma.
Travis joined Rapala VMC in 2006 as sales manager, bringing over a decade of experience from fishing retail. Since then, he has advanced through the organisation, becoming vice-president of sales in 2022.
Cyrille added: “With these leadership changes, we are building on a strong foundation and positioning Rapala VMC for a dynamic and exciting future.
“I am confident that with Marcus and Travis in their new roles, we will continue to deliver exceptional products, inspire anglers worldwide, and drive the growth of our iconic brands for years to come.”