The US clothing company VF Corporation has announced a change in the management of its brand The North Face. On Tuesday, the company announced that Nicole Otto had been appointed as the new Global Brand President of the outdoor label. Otto will take over the post next June and at the same time join the management team of the entire group, said the group of companies, which also includes brands such as Vans, Timberland and Supreme.
As head of The North Face, Otto succeeds Steve Murray, who announced that he would retire this year. The proven e-commerce specialist worked for the US sporting goods company Nike Inc. for 16 years. Most recently, she held the post of Vice President of Nike Direct North America there until May 2021. In this role, according to her future employer, she managed the brand’s entire own retail business in North America. Among other things, she was responsible for linking the digital and stationary sales channels.
“Nicole is the right manager who brings the right skills at the right time to The North Face,” emphasized CEO Steve Rendle, to whom Otto will report directly in the future. “With her global industry experience and deep understanding of consumer loyalty strategies – both in physical retail and digital – she is ideally suited to lead this unique brand and grow through more compelling direct relationships with customers around the world accelerate.”
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