Cindy Mielke

Director of Marketing, West 49

Cindy has over 13 years of Marketing, Promotions, Advertising, Retail, Event and Leadership experience. She worked directly with the CEO to build the West 49 brand from a 12 store private retail operation in 2001, to a $200+ million multi-banner Canadian retail empire traded on the TSX.

Cindy Mielke’s involvement in the action sports world began long before her start at West 49. Always an avid skateboarding supporter, Mielke was also a semi-professional snowboarder during the 1990s.

Mielke graduated from the Marketing program at George Brown College, and previous to attended Ryerson University for two years of Journalism. Mielke also worked as a marketing freelancer for an advertising agency, various action sport companies and events including the Vans Warped Tour. In 2001 she joined West 49 as the Director of Marketing where her creative nature was put to the test when CEO Sam Baio took her snowboarding for her job interview. After riding together for a day, the two knew they could take West 49 to great places.

Mielke maintains a solid understanding of West 49’s target market by immersing herself in the culture. She is regularly found attending skateboard demos and indie music concerts, and has extensive contacts throughout the music, technology, QSR and action sports industries. Over the past eight years, Mielke has taken West 49 beyond skateboard clothing and accessories, into the whole spectrum of skate culture by introducing music and gaming into the company. She has developed cross-promotions with companies such as XBOX and bands including Green Day.

Mielke also played a pivotal roll in implementing the company’s Grassroots Program and launched the West 49 Flow Team: now 200+ armature skaters strong. She overseas their corporate giving to which West 49 Inc. has donated over $1 million dollars to various causes such as skate parks, Make A Wish Foundation and Skate for Cancer.