Kayla Hicks

Marketing & Communications Manager @ SCARPA

Kayla manages all aspects of marketing and communications for SCARPA North America, leading brand strategy, product launches, athlete and event marketing, and cross-functional collaboration with sales, executive leadership, and global teams. With a background in Communications and Graphic Design, she has built her career in the outdoor industry by blending creative storytelling with strategic leadership, while advocating for more inclusive, thoughtfully designed products—especially for women.

Kayla, thank you so much for the time, insight, and thoughtful conversation. I truly appreciated the opportunity to connect and share perspectives—it was both energizing and inspiring. I’m grateful for your support and look forward to staying in touch.

– Zara

Please describe your role & responsibilities at that position?

I manage all aspects of marketing and communications for SCARPA North America—from strategy and budgeting to team leadership and execution. I oversee brand messaging, product launches, athlete and event marketing, and performance tracking, while partnering with sales, executives, and our global team to support business growth and sustainability goals.

What did you study in college and how did your educational background shape your career in the sports industry?

I studied Communications at the University of Colorado with a minor in Graphic Design. That combination shaped my career by giving me both the strategic and creative foundation to work in the sports industry. I started out as a graphic designer in the outdoor space because I wanted to create well-designed products for women. At the time, most hardgoods design felt very male-focused, and women’s options were often limited to pink or floral versions of men’s gear. That experience pushed me to advocate for more thoughtful, functional, and visually strong products designed specifically for women, and it ultimately led me into broader marketing and brand leadership roles.

Can you share the key milestones in your career that led you to your current position in the sports industry?

I’ve been fortunate to build my entire career in the outdoor industry. While in college, I started with an internship at the Action Sports Hall of Fame, followed by another with High Society Freeride, where I was able to submit designs for ski and snowboard hardgoods—and one of my designs was ultimately produced.
From there, I joined Bison Designs, where I ran the entire marketing department and worked closely on both product creation and brand development. That role gave me a strong foundation in end-to-end marketing. I then moved to SCARPA, starting as a Graphic Designer, advancing to Creative Marketing Manager, and now serving as Marketing and Communications Manager. Each step expanded my scope from execution to strategy, leadership, and brand stewardship.

What are some of the biggest challenges you’ve faced as a woman in the sports business, & how have you overcome them?

The outdoor and sports industry has historically been very male-dominated, and in many roles I’ve held, women were significantly underrepresented—especially in decision-making around product design and marketing. Most products were built for men first, with women’s versions treated as secondary.
I’ve approached that challenge as an opportunity. I’ve consistently used my perspective to advocate for understanding how women actually use, purchase, and connect with products. By speaking up, backing ideas with consumer insight, and showing the business value of designing intentionally for women, I’ve been able to help shift conversations and influence more inclusive product and marketing decisions. I see my voice not as a barrier, but as a way to help move the industry forward.

​Balancing a career is demanding. How do you manage a work-life balance? What strategies have worked well for you?

Work–life balance is something I’m very intentional about, even though I have a demanding role and also run a freelance design business. What’s worked best for me is setting clear non-negotiables—time that I protect no matter how busy work gets.
That usually means getting outside, walking my dog, or riding my bike. Those moments help me decompress, reset mentally, and ultimately show up more focused and effective at work. I’ve learned that taking care of myself isn’t a nice-to-have—it’s essential to maintaining long-term performance and creativity.

How important is mentorship for women in the sports industry? Have you had mentors or role models who played a significant role in your career and can give some details?

Mentorship is incredibly important for women in the sports industry—especially in a space that’s still largely male-dominated. Having mentors who not only offer guidance but also actively use their voice can make a huge difference in confidence, growth, and long-term career trajectory.
I’ve been fortunate to have strong female mentors throughout my career.

At Bison Designs, Dawn Homyak, the Sales Manager, was a key mentor who showed me how to advocate for different perspectives and speak up with confidence in rooms where women weren’t always represented.

At SCARPA, Melanie Hood, the former Marketing Manager, played a significant role in shaping my leadership style. She demonstrated how to balance strategic thinking with strong brand values and how to use your position to elevate diverse viewpoints.

Both of them reinforced the importance of using your voice, not just for yourself, but to help create space for more women and broader perspectives in the industry.

In a male-dominated industry, do you feel women are given equal opportunities? What steps do you think can be taken to promote gender equality in the sports industry?

I don’t think women are always given equal opportunities in male-dominated industries, including sports. Progress has been made, but there’s still a gap, especially in leadership roles and in having women represented in key decision-making conversations.

Promoting gender equality starts with intentional inclusion: bringing women into leadership positions, valuing diverse perspectives in product and marketing decisions, and ensuring women are part of conversations from the very beginning, not added in as an afterthought. Mentorship and sponsorship are also critical, as is creating environments where women feel empowered to speak up and be heard. When companies actively seek out and support women’s voices, the industry becomes stronger, more innovative, and more representative of the athletes and consumers it serves.

What aspects of your work in the sports industry do you enjoy the most? What parts do you find the most challenging ?

What I enjoy most about working in the sports industry is the passion. People truly care about the sports they serve and about getting others outside to enjoy nature. The shared focus on health, wellness, and community makes the work incredibly meaningful, and the people in this industry are some of the best I’ve worked with.

The most challenging part is balancing creativity with business realities. You’re often navigating tight timelines, budgets, and multiple stakeholders while still trying to create work that feels authentic and inspiring. It requires constant prioritization and clear communication, but that challenge has also helped me grow as a leader and strategist.

What advice do you have for young women aspiring to build a successful career in the sports industry?

My advice to young women is to take up space and trust your perspective—it’s valuable. The sports industry thrives on passion, but success comes from pairing that passion with hard skills, curiosity, and a willingness to learn every side of the business.

Seek out mentors, ask questions, and don’t be afraid to speak up, even if you’re the only woman in the room. Your perspective can help shape better products, stronger brands, and more inclusive experiences. Most importantly, stay true to why you love this industry, because that passion is what will carry you through challenges and open doors.

What is your long-term personal goal that you still want to achieve both business wise and personal?

Professionally, my long-term goal is to continue growing as a leader in the sports industry, helping shape brands, products, and strategies that are inclusive, authentic, and driven by purpose. I want to keep building teams, mentoring others, and contributing to work that moves the industry forward in meaningful ways.

Personally, I want to maintain a life that supports my well-being and creativity, staying active, spending time outdoors, and making space for experiences that recharge me. Finding that balance allows me to bring my best self to my work, and that’s something I’m committed to long term.

Any fun facts or interesting things you’d like the world to learn about you? Favorite food, hobbies, pet peeves, etc.?

I’m an active cyclist year-round, riding Peloton in the winter and mixed terrain in the summer, and I’m a former Division I soccer goalkeeper, which still shapes my competitive and team-oriented mindset. Outside of work, my husband and I have one fur child, our pitbull, Olive, who is truly our whole world. I love spending time outdoors with friends paddle boarding, and you’ll often find me at concerts, farmers markets, or professional sporting events when I’m not working or riding.