In this episode, Rick Saez sits down with Maren Hamilton, an outdoor industry marketing expert known for helping iconic brands like The North Face build communities that genuinely connect — not just "engage."

Show Notes

Maren is a SHORTY Award winner, an Oregon Outdoor Alliance board member, and the founder of Outdoor Industry Coffee and Coworking. She's also led social strategy at brands like Starbucks and The North Face, and today she's helping outdoor brands and creators thrive through her work at Popfly.

From the early days of Instagram and Starbucks' viral Pink Drink, to flying a helicopter to deliver a replacement rain jacket in New Zealand, Maren shares what it really takes to be a social-first brand — and why community management is one of the most overlooked growth opportunities in outdoor marketing.

In This Episode, You'll Learn

How Maren broke into the outdoor industry and landed at The North Face
What the early days of social media marketing looked like inside Starbucks corporate
How "social listening" helped inspire what became the Starbucks Pink Drink
What it means to be a social-first brand (and not just treat social like another channel)
Why community management is the most underrated growth lever for outdoor brands
How The North Face pulled off a real-time viral moment with a helicopter jacket delivery
How Maren thinks about balancing brand integrity with clickable content
What makes a strong creator or athlete partnership — and what red flags to avoid
The biggest challenges marketers are navigating right now (AI, creators, and trust)
Why representation and inclusion still matter — even when the world gets louder
Advice for smaller outdoor brands trying to make a real impact without a huge budget

🌲 Memorable Moments & Stories ⭐ From "Internet-Obsessed Kid" to Social Strategy Leader

Maren shares how her love of the internet started early—teaching herself how to customize early social profiles—and how that curiosity turned into a career in digital marketing.

☕ The Starbucks "Pink Drink" Origin Story

Before it became a menu staple, the Pink Drink was simply a customer-created hack that went viral. Maren explains how their team spotted it through early "manual social listening," engaged the creator, and helped turn it into a cultural moment.

🧥 The North Face Helicopter Jacket Story

One of the wildest stories in the episode: a customer's waterproof jacket failed mid-hike in New Zealand… and she demanded a replacement delivered to the trail. Maren and her team made it happen — using real-time social, an athlete partner, and a helicopter.

And the best part? The North Face CMO signed off with one simple message:

"Go have fun."

Follow up with Maren:

Instagram

Popfly

Outdoor Industry Coffee and Coworking