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Steve Lesnard is the CMO and Global VP of Product Creation at The North Face. He has over two decades of experience working in the athletics industry as a marketer and has worked with elite athletes worldwide. Lesnard: Testing and innovation are two big goals of his new role as a CMO. He says a great product is a product that inspires people to go on a trip and that consumers will choose over again, over again. The North face survived the global pandemic and thrived during it.