- The North Face has stuffed two key positions with Nike executives: Each its new chief advertising and marketing officer and chief product and merchandising officer have intensive expertise on the athletics large, in accordance with particulars emailed to Retail Dive.
- Sophie Bambuck, who was named The North Face’s chief marketer, spent greater than a decade at Nike and its sister model Converse, in addition to serving a stint as Everlane’s first chief marketer — a task she took on simply final yr.
- Jennifer Ingraffea, who was named chief of product and merchandising, spent virtually 20 years at Nike, in accordance with her LinkedIn, and earlier than that frolicked at Hole and Williams-Sonoma.
The North Face is popping to Nike veterans to fill its C-suite because it pursues a method targeted on digital enchancment and retail growth. Bambuck and Ingraffea each be part of the model’s management staff, the place 16-year Nike veteran Nicole Otto serves as The North Face’s international model president.
“Sophie and Jennifer are the right consumer-centric leaders with deep expertise driving each advertising and marketing innovation and product progress to assist lead The North Face by way of its subsequent part of progress,” Otto mentioned in an announcement. “As we proceed to deal with client connections by way of modern product, I do know Sophie and Jennifer’s expansive trade experience will assist speed up our personal enterprise and elevate our world-class international advertising and marketing and product growth efforts to strengthen The North Face.”
The North Face reported gross sales progress of 31% in its most up-to-date quarter, and the corporate emphasised digital capabilities and retailer growth as high priorities. DTC is one in all father or mother firm VF Corp’s “key strategic pillars,” CEO Steve Rendle mentioned on the corporate’s Q1 earnings name in July, and The North Face is without doubt one of the firm’s largest DTC companies. Rendle talked about Otto by title on the decision, including that the corporate has “the appropriate leaders in the appropriate place” to pursue the technique and share learnings throughout its manufacturers.
Nike and its executives definitely know quite a bit about direct to client. The athletics large has pursued a method that emphasizes exiting undifferentiated wholesale partnerships and bolstering its personal channels. That has included constructing out its personal retailer fleet with a collection of retailer ideas that always depend on knowledge for localized assortments and normally function quite a few tech parts as nicely.
“At my core I’m consumer-obsessed, and imagine our work begins and ends with our viewers,” Bambuck mentioned in an announcement on her appointment, praising The North Face’s “reliable presence each in efficiency and inside broader tradition.”
Ingraffea emphasised The North Face’s historical past of “launching first-of-its-kind, modern efficiency merchandise” and promised to construct on that momentum.