BlackStrap Hired New VP of Brand and Product
The Bend-based company has brought back a former executive to help sharpen its focus on winter product lines.
Updated on Oct. 13, 2026 in People
BlackStrap has hired Randy Torcom as vice president of brand and product, effective October 2026. He joins general manager Chris Vaday to manage the company's branding and go-to-market strategy for its winter-focused product portfolio.
Why it matters
The leadership change signifies a strategic pivot toward deepening BlackStrap's specialization in winter sports gear. This appointment reunites two leaders with a history of collaboration in the outdoor and action sports markets to refine the company's product direction.
General manager Chris Vaday brings 30 years of experience in outdoor and action sports to his role. He and newly appointed vice president Randy Torcom previously worked together for nearly a decade at the brand Dakine.
The players
Randy Torcom
The new vice president of brand and product at BlackStrap who previously served as CEO of Worthy Brewing and held roles at Burton and Dakine.
Chris Vaday
The general manager of BlackStrap who has over 30 years of experience in the outdoor and action sports industry.
BlackStrap
A Bend-based company specializing in outdoor and winter sports products.
The details
Randy Torcom returns to BlackStrap to lead brand, product, and go-to-market strategy after previously serving as vice president of brand and marketing from June 2022 to June 2024. He works alongside Chris Vaday, who took the role of general manager in April 2026 after a tenure at Dakine. The pair is tasked with sharpening the company's operational focus on winter products from its Bend headquarters.
Timeline
June 2022: Randy Torcom began his previous term at BlackStrap.
June 2024: Randy Torcom ended his previous term at BlackStrap.
April 2026: Chris Vaday was appointed general manager of BlackStrap.
October 2026: Randy Torcom rejoined BlackStrap in his new role.
Market Landscape
This leadership appointment follows the trend of firms reuniting established teams to navigate shifts in product focus. The move mirrors the collaborative history between executives at Dakine, leveraging prior experience to execute a more focused winter-category strategy.
Business operators should evaluate whether their current leadership team has the shared history necessary to execute a major strategic pivot. When hiring for key product roles, consider candidates who have a track record of collaboration to minimize integration time.
The takeaway
Leadership transitions in specialized markets often succeed when they prioritize internal continuity and proven interpersonal rapport. Track how the new product lineup evolves in the coming quarters to see if the focus on winter goods effectively differentiates the brand from broader outdoor competitors.
Further reading
For more on shifts in local executive talent, see People.
Source note: This article includes information reported by Sgbonline.
