Sierra Bullets and Barnes Bullets are pleased to announce the promotion of Madi Woodward to Director of Marketing. In this expanded role, Woodward will lead the marketing teams supporting both brands, overseeing brand strategy, digital marketing, e-commerce, trade marketing, content and consumer engagement.
Woodward joined Sierra and Barnes in December 2025 as E-Commerce and Trade Marketing Manager, bringing extensive experience in the outdoor and shooting sports industry. Since joining the organization, she has played a key role in advancing e-commerce initiatives, expanding the brands' digital presence and strengthening relationships with consumers and industry partners.
Before joining Sierra and Barnes, Woodward spent nearly five years at Nosler, where she held several positions spanning brand management, digital initiatives and trade marketing, most recently serving as Marketing Manager. Throughout her career, she has led integrated campaigns, supported major product launches, improved e-commerce performance and cultivated relationships with dealers and consumers.
Woodward holds an MBA from Willamette University's Atkinson Graduate School of Management, providing a strong foundation in strategic planning, analytics, leadership and consumer marketing. Outside of her professional role, she is a passionate hunter and shooter who competes at a high level in precision rifle competition. Most recently, she was named Top Lady and finished seventh overall among more than 140 competitors at the NRL Hunter Grand Slam Championship. Her experience in the field gives her an authentic understanding of the people and pursuits at the heart of Sierra and Barnes.
"I am very pleased to promote Madi from within our organization to this critical leadership role as we continue to expand and grow both Sierra and Barnes," said Sierra Bullets' and Barnes Bullets' CEO, Jim Bruno. "Since joining the company, Madi has made an immediate impact, championing both brands while advancing our e-commerce capabilities, strengthening our digital presence and creating new ways for us to engage directly with our consumers. Just as importantly, she understands our industry and the people who make up the hunting and shooting communities. This promotion reflects our confidence in Madi's leadership, creativity and ability to help shape the next chapter for both brands. We are excited to have her leading our marketing team and look forward to what she will accomplish."
As Director of Marketing, Woodward will develop cohesive strategies that honor the distinct heritage of each brand while supporting continued growth and building stronger connections throughout the hunting and shooting communities.
"I'm incredibly grateful for the opportunity to lead the marketing efforts for Sierra and Barnes," said Woodward. "Both brands have earned the trust of generations of hunters and shooters, and I'm excited to work alongside our team to honor that legacy while continuing to grow, innovate and connect with our consumers."
For more information on the latest new products and offerings from Sierra Bullets, visit www.sierrabullets.com.
About Sierra Bullets: Founded in 1947 and headquartered in Sedalia, Missouri, Sierra Bullets manufactures bullets for precision target shooting, hunting and defense purposes. In addition to a wide base of retailers, Sierra's customers include distributors, law enforcement and industry OEMs.
About Barnes Bullets: Headquartered in Mona, Utah, Barnes Bullets has been manufacturing lead-free bullets since 1932 for hunting, self-defense, and tactical. Its products are sold through its online store, retailers and international distributors.