Solo Manufacturers, the corporate behind Solo Range’s smokeless hearth pits, has appointed Liz Vanzura as its everlasting chief advertising officer (CMO).
Vanzura turned interim CMO in February 2025, following the exit of Luana Bumachar.
In a LinkedIn put up, Vanzura mentioned: “It’s an honor to be a part of this proficient group launching some superb new merchandise.”
Vanzura has spent the previous 20 years rising via the advertising ranks at manufacturers, businesses, and consultancies.
After holding management roles at Volkswagen and Cadillac within the 2000s, she went on to change into managing director at advertising company Boathouse, then CMO at Wahlburgers. She led model integration and partnerships at Newell Manufacturers, father or mother of Graco, earlier than co-founding a gen AI advisory agency in 2023.
ADWEEK has reached out to Solo Manufacturers for touch upon Vanzura’s appointment; on the time of writing it didn’t reply.
From DTC Darling to Delisting
Solo Manufacturers launched in Texas in 2011 with a mission to reinvent the campfire. Since then, the model has expanded its vary of merchandise past its unique smokeless firepits, ovens, and grills to incorporate boating firm Oru Kayak, Isle Paddleboards, and males’s trend model Chubbies.
The corporate went public with a $2 billion valuation on the New York Inventory Change in 2024. In April 2025, nevertheless, it was delisted after struggling “abnormally low” worth ranges and a major decline in valuation to $400 million. The suspension got here after the enterprise reported a web gross sales lower of 13.2% in March 2025, following sluggish gross sales of its flagship product and tariff issues.
From July 18, the corporate can be re-listed underneath the watch of recent CEO, John Larson.
“We’re getting into an thrilling new chapter pushed by daring innovation and a dedication to delivering nice merchandise and unforgettable out of doors experiences, strengthened by nearer connections with our customers, retail companions, traders, and group members,” Larson mentioned in a assertion saying the information.
In April, when Vanzura took on the interim CMO position, she paused Solo Manufacturers’ artistic promoting to give attention to efficiency advertising. In tandem, the model employed Dentsu’s Carat as its media company of report.
Solo Range famously teamed up with rapper Snoop Dogg for a marketing campaign developed by The Martin Company to advertise its smokeless stoves. As a part of the 2023 stunt, the notorious hashish connoisseur whipped the web right into a frenzy with a social media announcement stating he was “giving up smoke.”
The marketing campaign in the end led to the firing of then-CEO John Merris when it didn’t outcome within the firm’s anticipated gross sales raise.
