(L to R): Travis Owens, Renato Cappuccitti and Kelly Bickford.
​
DAYTONA, Fla.—Costa has announced a new sales structure that is designed to focus on leadership for each of its core businesses.

Dave Bulthuis, formerly vice president of sales for Costa, will become the vice president of industry relations and government affairs. Travis Owens has been promoted to senior director of sales.

Additionally, Renato Cappuccitti will assume the role of director of Rx strategy and partner development and Kelly Bickford who was previously with Oakley and Dragon Alliance will join Costa as senior director of sales, optical channel and western region expansion. All of these positions will report to Holly Rush, CEO.

In his new role, Owens will oversee Costa’s national sports accounts, field sales team and internal sales support. He has over 20 years of experience with the company in a variety of roles including customer service, marketing and sales management. “Travis is a passionate advocate for the brand, his sales team and most of all his customers,” Rush said.

Cappuccitti, will now oversee the development of Costa’s Rx sun business through training, education and partnership initiatives designed to elevate Costa as a best in class brand in the optical channel, the company said. Cappuccitti has been with the company for over five years and was an integral in launching the Rx Lab, as well as establishing a national sales force and key account team for optical.

Bickford, who will be joining the Costa team, is a seasoned sales leader with over 12 years of experience from Oakley, where he served as director of sales for the optical channel. He most recently served as senior vice president of global sales and business at Dragon Alliance.

“Costa has had a great run in the past decade and we are even more excited about the growth prospects for the future. The time has come for us to strengthen our team with dedicated leadership on our two key areas of business: sport and optical,” said Rush.

“Travis and Renato have both been instrumental in helping Costa become what it is today and their ongoing leadership will be critical to our future success. Kelly brings additional strength to the team with over 10 years of experience establishing Oakley as an iconic performance brand in the U.S. He is a respected leader with deep knowledge of the California market, which is very exciting for us,” Rush said.