The Santa Monica Pier Corporation has appointed S. Jay Farrand, former marketing director for Marina del Rey area-based TOMS Shoes, as the new pier administrator.

The appointment is part of the restructuring of the pier oversight board, formerly known as the Santa Monica Pier Restoration Corporation. Along with the new corporation board, the city pier manager and administrator have been brought in to enhance the vitality, diversity and sustainability of the iconic 102-year-old pier, ensuring its future as a world-class destination for those from afar as well as for locals, according to the corporation.

“We are thrilled to have Jay join us with his amazing skills and experience,” said Judy Abdo, chair of the Santa Monica Pier Corporation. “We know he will be an innovative force for truly ensuring the pier is as relevant and exciting to the community and region today and tomorrow as it has been in the past – only far more so.”

Farrand previously spent two and a half years building the TOMS shoe brand and developing all consumer marketing campaigns and outreach. After graduating with a master’s in business administration from Columbia University, he was awarded a rare fellowship to consult with top agencies of every discipline, including advertising, public relations, entertainment marketing, market research, and brand strategy.

Farrand, who received a bachelor of arts degree in creative writing with minors in economics and cognitive science, spent several years with New York media and marketing agencies, developing strategies for clients like VISA and HBO.

“When I learned about the plans and resources committed to enhancing the pier area, I thought ‘of course,’” Farrand said of the new opportunity.

“Everything should be better on the pier: eating, listening to music, watching whales or movies, almost anything. It’s the perfect platform for amazing content and I’m really excited to help curate that experience.”