The Shimoda Group
The Shimoda Group Founder Risa Shimoda was schooled as a product design engineer at Stanford University and trained in brand management at Procter & Gamble, M&M/Mars and Coca-Cola USA. She led innovative product, positioning and awareness efforts which built consumer franchises, notably M&M/Mars' first and highly successful Olympic sponsorship, and the first major strategic use of regional brands at CCUSA. She has also directed marketing, sales and product development for Perception, Inc., the world's largest kayak manufacturer, creating product categories which are now accepted worldwide.
Shimoda has also taken on the challenges of grassroots advocacy as Executive Director of American Whitewater, the only US conservation organization representing river enthusiasts. She led the effort which initiated the reversal of a five-year membership decline, re-invigorating its member franchise with innovative grassroots outreach efforts. She was instrumental in the formation of the Outdoor Alliance, the first coalition of the country's human powered recreationists - American Canoe Association, American Hiking Society, American Whitewater, International Mountain Bike Association, Access Fund and Winter Wildlands Alliance.
Shimoda's leadership in the outdoor recreation community includes her work on the following boards of directors and steering committees:
Shimoda has been an avid whitewater paddler for over 25 years, and as a member of the Whitewater Freestyle Team has represented the US in four World Freestyle Championships (1993-2001). Additionally, she has contributed over twenty-five years of volunteerism as a regional alumni leader for Stanford University, including service on the Stanford Alumni Association Board of Directors.
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