CARRABASSETT VALLEY, Maine — Sugarloaf has announced that Brad Larsen, a ski industry veteran and the former Director of Marketing for Snowshoe Resort in West Virginia, will join the resort as the new Director of Sales and Marketing.

Larsen brings more than eight years experience in ski industry sales and marketing, including two years as Director of Marketing at Snowshoe, where he received numerous accolades from the West Virginia Division of Tourism and the National Ski Areas Association (NSAA). At Sugarloaf he will oversee all aspects of sales and marketing, including leisure and conference sales.

A native of Wisconsin, Larsen graduated with a degree in Finance from the University of Wisconsin, and says he is excited about the opportunity to join the Sugarloaf team.

“Sugarloaf is truly an incredible place,” Larsen said. “The mountain is breathtaking, but the region also has an engaged community that is second to none. The opportunity to relocate to this area was an easy decision.”

Larsen learned to ski at age three and is an avid skier, snowboarder and telemark skier. He comes to Sugarloaf with his wife, Sara Larsen, and their son, Remy.