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The Association of Genuine Alaska Pollock Producers (“GAPP”) is dedicated to the marketing of once-frozen Wild Pollock products, harvested and processed in Alaska. GAPP is a nonprofit Alaska corporation formed in 2003 to promote Genuine Alaska Pollock® in major whitefish markets around the world, with a focus on Europe, North America and Japan. Its goal has been to educate both seafood buyers and consumers about the superior benefits of Genuine Alaska Pollock®. The membership of GAPP includes Alaska pollock fishermen, community development quota groups, and at-sea and shore-based processors of pollock products in Alaska.


Wild Alaska Pollock® is caught in the Bering Sea off the coast of Alaska and is the largest fishery for human consumption in the world.  The fish is used in fried filet of fish sandwiches, in the fish sticks of many brands in the US and Europe, in the surimi (fish paste) that is used in Kamaboko of Japan and imitation crab sticks around the world, and in protein solutions which are rising in consumption.  Wild Alaska Pollock® is a white, flakey fish with a mild flavor, harvested from a very sustainable fishery managed by The National Marine Fisheries Service in Alaska, and endorsed by fisheries programs such as the Marine Stewardship Council.  GAPP works collaboratively with allied organizations to achieve mutual objectives, including the Alaska Seafood Marketing Institute, the National Fisheries Institute, and fishing organizations, among others.

GAPP’s mission is to strengthen global demand for Wild Alaska Pollock® by:

  • Creating awareness of the species by name.
  • Building differentiation strategies incorporating taste, sustainability and traceability.
  • Stimulating demand directly with decision makers (consumers, chefs, retailers) who will expand use of Wild Alaska Pollock®.
  • Advocating for and responding to issues that are unique and critical for Wild Alaska Pollock® in the market place.

GAPP has been led by a contracted executive in cooperation with members made up of Alaska Pollock processors.  Recently, GAPP has been relaunched to include more players in the Alaska Pollock fisheries, tripling its budget to $3M this year, with a plan to rise to $10M in three years’ time.  The Board has elected to hire a full-time Executive Director with broad responsibility for developing the organization, including the strategies to drive impact. This ED will report to the Board of Directors, which is comprised of a representative group of the CEOs of member companies. 


The Executive Director is responsible for setting the strategy for driving demand for Wild Alaska Pollock® and for the overall leadership and day-to-day management of the association.  In conjunction with the Board of Directors, s/he will develop GAPP’s strategic plan, implement action plans and goals, and deliver results consistent with its mission. Specifically, key responsibilities include the following:

  • Develop an annual operational plan in support of key strategic objectives and the mission, including: program KPIs and activities, required resources, and operational budget. Prioritize efforts with the support of the Board.  Develop activity/KPI tracking methodology and reporting structure for regular updates to the Board.
  • Cultivate a strong and transparent working relationships with the Board and ensure open and regular communications regarding the results and impact of financial and programmatic performance against stated milestones and KPI goals.
  • Gather and utilize competitive intelligence to advance the association’s activities to assure it is positioned and perceived as the leader in the industry.
  • Assess best practices from other industries for adoption in GAPP.
  • Lead global strategic marketing, communications and brand strategy for the association. Drive a process of consensus building to develop the species brand identity across all marketing channels, including traditional and new media platforms globally.
  • Oversee all activities related to retention of key agencies, including selecting and managing innovative agencies appropriate to the tactics agreed for driving demand and allocating responsibilities.
  • Build key relationships and serve as a proactive advocate and voice for Wild Alaska Pollock®.
  • Enhance and develop the association’s financial position through demonstrable impact and savvy use of marketing funds available both in governments and through the co-marketing impact with customers and NGOs. The ideal leader will be instrumental is supporting the escalation of funds to support the species.


  • Win trust and respect of the Board, staff, and key external stakeholders through immediate focus against and energy for Wild Alaska Pollock® as a marketable species.
  • Create an aligned multi-year strategy and tracking mechanisms. Set goals for impacting the results.
  • Develop and manage the budget effectively and optimize the budget in conjunction with customers, governments, and other agencies.
  • Enhance understanding of trends and dynamics affecting the industry to ensure services and products are relevant and offer deep value to members and the industry.
  • Create relationships with all media and proactively articulate the Wild Alaska Pollock® story wherever opportunities present themselves.
  • Become the go-to advocate of Wild Alaska Pollock® on issues which affect the marketing and growth of the species within the broader network of agencies.
  • Cultivate strong relationships with allied trade associations to achieve mutual objectives and fully leverage the members’ investment in all these organizations.


The Executive Director will possess a broad range of executive level experience, entrepreneurial drive and marketing passion to be the driving force behind creating strong demand for Wild Alaska Pollock® around the world.   The ideal candidate will be a leader with at least 10 years of relevant senior executive level experience. S/he must be a visionary and strategic thinker, with a track record for leading an organization of similar or larger scope and scale. S/he possesses the highest level of integrity, essential for garnering the credibility and trust of the Board of Directors. S/he is a trustworthy individual with a comfortable confidence and the ability to work collaboratively and effectively with the Board.

This individual should possess the following attributes:

  • Experience in creative marketing of ideas and products. Creating and driving new marketing positions with demonstrable results is highly desirable.
  • Successful track record working with and holding global communications agencies accountable.
  • Proven leadership and team building skills, with the ability to rally support around common goals and motivate groups and individuals.
  • A strategic and creative thinker with the agility to balance competing priorities, complex situations, and tight deadlines.
  • Excellent coalition building skills, with an ability to communicate and work effectively with a variety of internal and external stakeholders; a persuasive negotiator, able to achieve consensus among differing opinions.
  • Strong communication skills, with the experience and desire to be an engaging spokesperson, relationship builder and ambassador.
  • History of successful engagement, partnering and alliance building with a broad range of stakeholders (governmental, agency and customers,) both in the US and worldwide.
  • A visionary, capable of anticipating and addressing industry challenges.
  • Experience working with a board to develop consensus on forward-looking public policy positions and objectives. Ability to direct both internal staff and outside consultants.
  • Persuasive and comfortable speaking to the media, capable of quickly responding to and building consensus in a rapidly developing policy environment.
  • Comfortable with extensive domestic and international travel.


  • A proactive, result oriented style.
  • Superior communication and listening skills.
  • An ability to balance the competing needs and priorities of member companies and delivering significant value; diplomacy.
  • Sufficiently self-confident to have low ego needs.
  • Savvy for international business and multi-cultures.


Additional Salary Information: A competitive compensation package will be offered to attract the most qualified candidates.
About Korn Ferry
Founded in 1969, Korn Ferry is a management consulting firm headquartered in Los Angeles, California. It specializes in organizational strategy, executive search, recruitment process outsourcing, succession management, leadership development and rewards consulting.
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