VF Corporation Appoints Nicole Otto as Global Brand President, The North Face®
January 11 2022 - 6:55AM
Business Wire
Otto, a 16-year Nike veteran, succeeds Steve
Murray who will retire in June 2022
VF Corporation today announced that it has appointed Nicole Otto
to the position of Global Brand President, The North Face®. Otto
joins VF following a successful 16-year career at Nike and will
succeed Steve Murray, who is retiring and returning to the UK. The
leadership transition will be effective June 2022. Otto will report
to VF Chairman, President and CEO, Steve Rendle, and serve on VF’s
Executive Leadership Team.
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Nicole Otto, VF Corporation (Photo:
Business Wire)
Otto most recently served as Vice President of Nike Direct North
America from 2018 through May 2021. In this role, she oversaw
Nike’s digital experiences and full fleet of inline and factory
stores throughout the North America region. Otto was responsible
for integrating the company’s physical and digital retail ecosystem
to deliver online-to-offline services and experiences that forge
deep connections with consumers. Under her leadership, Nike
launched new flagship and Nike Live experiences in New York City
and Los Angeles and began its expansion of owned retail across the
U.S.
“Nicole is the right leader who brings the right capabilities to
The North Face® brand at the right time,” said Rendle. “Her global
industry experience and deep understanding of consumer engagement
strategies – through both physical retail and digital commerce –
make her ideally suited to take the helm of this iconic brand and
accelerate growth through even more compelling direct connections
with consumers worldwide. Nicole is a proven innovator and
future-focused leader who will further strengthen The North Face®
brand’s exceptional global executive team. We’re excited to welcome
her to the VF family.”
With her deep digital experience, Otto was also a key architect
of Nike’s digital consumer-facing technology platforms during the
past decade. Before joining Nike’s North America team, she held
several regional and global leadership roles within the company’s
digital business. She served as Vice President & General
Manager of Digital Commerce in EMEA, during which time she led the
launch of the Nike app and the SNKRS app. She previously served as
Vice President & General Manager of Nike.com Global Store, Vice
President of Global Digital Commerce Operations, and Vice President
of Consumer Digital Tech. Otto began her career at Nike in 2005
after working in Information Technology at Charles Schwab in San
Francisco.
“Few brands in the world have earned truly iconic status like
The North Face® and I couldn’t be more excited to be joining the
brand at this time,” said Otto. “I look forward to working closely
with The North Face® leadership team in addition to VF leadership
to drive the next phase of growth for this beloved global brand and
all that it represents.”
Otto’s appointment is part of VF’s succession plan in response
to Steve Murray’s planned retirement this year. Murray was
appointed Global Brand President, The North Face®, in September
2020. He previously served as Executive Vice President and Group
President for VF’s Americas Region and earlier as President of VF’s
Action Sports Coalition and Global Brand President of Vans®.
“We appointed Steve to lead The North Face® brand knowing that
his retirement was on the horizon but also recognizing that we
could leverage his incredible 30-plus years of industry experience
to strengthen the brand’s proposition with consumers,” said Rendle.
“During his tenure, Steve further enhanced the brand’s outdoor
credentials; turbo charged its apparel, accessories, and equipment
product engines; introduced innovative technologies such as
FUTURELIGHTTM; built a successful footwear business; and refined
its channel and segmentation strategies, among many other
accomplishments. Steve will leave The North Face® brand in an
incredibly strong position for Nicole to build on as she advances
our direct-to-consumer and digital transformation.”
About VF Corporation
Founded in 1899, VF Corporation is one of the world’s largest
apparel, footwear and accessories companies connecting people to
the lifestyles, activities and experiences they cherish most
through a family of iconic outdoor, active and workwear brands
including Vans®, The North Face®, Timberland® and Dickies®. Our
purpose is to power movements of sustainable and active lifestyles
for the betterment of people and our planet. We connect this
purpose with a relentless drive to succeed to create value for all
stakeholders and use our company as a force for good. For more
information, please visit vfc.com.
About The North Face®
The North Face®, a division of VF Outdoor, LLC, was founded in
1966 with the goal of preparing outdoor athletes for the rigors of
their next adventure. Today we are the world's leading outdoor
brand, creating athlete-tested, expedition-proven products that
help people explore and test the limits of human potential. We
protect our outdoor playgrounds and minimize our impact on the
planet through programs that encourage sustainability. The North
Face® products are available at premium and specialty retail
sporting goods stores globally and is headquartered in Denver,
Colorado. For more information, please visit
www.thenorthface.com.
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VF Corporation Colin Wheeler Colin_wheeler@vfc.com
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