Mike Anselmo joins Northland Fishing Tackle

 

Northland Fishing Tackle names industry veteran Mike Anselmo as Marketing Director

BEMIDJI, Minn. (December 2, 2021) ā€“ Northland is in a clear uptrend. The recent surge started in 2019 with the onboarding of fishing industry veteran Gregg Wollner as CEO to captain the burgeoning brand. Less than a year later Northland acquired the fabled fishing brand Bagley, expanding into premium crankbaits. Rep groups have been added, too, not to mention a constant stream of innovative product introductions. And now, the historic brand has harnessed the progressive marketing know-how of industry ace Mike Anselmo.

ā€œI have known Mike for nearly 15 years and have admired his passion for our business and the industry. Mike brings marketing expertise that will further strengthen our brands and drive business to our customers. I understand the value of great consumer marketing and we are lucky to have Mike on our team,ā€ said Wollner.

Like many valedictorians within the industry, Anselmoā€™s fishing lineage dates to his earliest memories. In Anselmoā€™s case, that means fishing with his family as a child in Hudson, Wisconsin. ā€œI always fished; itā€™s how I grew up. Living a lifestyle of fishing shaped my ongoing passion for the sport, and eventually the business around it.ā€

This fishing heritage included Northland Fishing Tackle and Bagley Baits from a young age. ā€œIā€™ve been part of the Northland legacy, having fished the lures my whole life,ā€ said Anselmo. ā€œIā€™ve always considered Northland the premium multispecies brand in the Midwest, northern states, and Canada. The innovations are unparalleled, from the Buck-Shot Rattle Spoon and Puppet Minnow to products that built the company like the Fire-Ball Jig and Whistler Jig.ā€

Anselmoā€™s successful work experience made him the perfect pick for Northland. As early as his teens, Anselmo was immersed in sales and marketing with a penchant for mass media. He worked part-time and was ultimately hired by what is now iHeart Radio as an account executive, yielding exposure to big business and the art of managing major accounts. (Sidebar: Anselmoā€™s father pioneered what is now KFAN, Minnesotaā€™s leading all-sports radio network and part of the iHeart Radio empire.)

Later, Anselmoā€™s spurs in fishing lengthened partnering with In-Depth Media Productions, where he focused on inking sponsors for the popular television show and social media network. In fact, one of his key recruits was Striker Brands, makers of premium ice fishing apparel.

It was with Striker Brands that Anselmo solidified his stature in the fishing industry. Spearheading marketing efforts, Anselmo established Striker as the leader in premium cold-weather gear. Additionally, Anselmo was instrumental in Strikerā€™s drive into rainwear and open water fishing apparel.

 

Mike Anselmo talking to fisherman

 

In his new role as Northlandā€™s marketing director, Anselmo will merge his contemporary marketing mindset with the companyā€™s ironclad marketing department. ā€œNorthland already has quality marketing assets in place. My job will be to leverage and guide those toward the companyā€™s aggressive growth trajectory while solidifying Northlandā€™s dominance in the northern market. And this ambitious pathway includes building the iconic Bagley brand, making it household in the bass fishing market.ā€ Anselmo recognizes Bagleyā€™s heritage, too, still having classic, well-worn balsa baits in his tackle box.

At the core, it was Anselmoā€™s leadership skills and progressive marketing approach attracted Northland. ā€œIā€™ve lived the landscape change in marketing and embraced it. Iā€™ve watched platforms like YouTube, Facebook and Instagram come to fruition, and weigh heavily in the exposure of consumer brands, and ultimately sales.ā€

To that, Anselmo has expertise in eCommerce and direct sales but underscores Northlandā€™s commitment to its dealer network. ā€œNorthland has always been known for its strong dealer support. That will never change. We support their eCommerce efforts while providing powerful digital assets for physical retail locations. And I will help amplify those efforts.ā€

Despite Anselmoā€™s dedication to his professional tasks, heā€™ll always make time to be on the water, living the fishing lifestyle with his wife Rachel and two children in the boat making memories and nurturing the next generation of anglers.

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