Yamaha names US outboard marketing manager
Yamaha’s US marine business unit has appointed Scott Higgins as division manager for outboard marketing. In his new role, Higgins oversees Yamaha Marine advertising, events, tournaments and sponsorships, Yamaha pro staff and Yamaha Marine dealer education.
Yamaha’s US Marine Business Unit, based in Kennesaw, Georgia, is responsible for the sales, marketing, and distribution of Yamaha Marine products in the US. Higgins succeeds Susan Camp, who retired in August 2024.
“Scott’s 21 years of experience with Yamaha Marine and in-depth knowledge of the industry will maximise synergies and strengths across the organisation,” says Mark Tracy, vice president of Yamaha’s US marine business unit. “With his guidance, we will elevate Yamaha’s position as a premium brand as we continue to tell the Yamaha story across all marketing mediums.”
A Yamaha team member since 2003, Higgins began his career as a regional sales coordinator for the dealer sales division. During his time at Yamaha, he worked in four different positions within dealer sales, OEM and operations divisions.
Higgins most recently served as the division manager of operations where he led the team through the supply chain challenges presented by the pandemic.
Higgins’ team is responsible for digital and print advertising, content development, social media, customer relationship management (CRM) and dealer co-op programmes.
Higgins reports directly to Mark Tracy, vice president of the Yamaha US Marine Business Unit.
The news comes shortly after Yamaha’s US Marine Business Unit appointed Monica Arroyave as division manager, marine business planning. In her new role, Arroyave will lead the firm’s efforts to create, communicate and align Marine Business Unit strategic objectives across the organisation.
