VF Corp names Nicole Otto global brand president of The North Face

VF Corp names Nicole Otto global brand president of The North Face

VF Corp announced on Tuesday the appointment of Nicole OttoThe North Face

The Denver, Colorado-based VF Corp, which also operates brands VansTimberlandDickies

Nicole Otto has been names global brand president, The North Face – VF Corp

A 16-year Nike

Likewise, Otto was responsible for integrating the company’s physical and digital retail ecosystem to deliver online-to-offline services and experiences to 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.

Before joining Nike’s North America team, she held several regional and global leadership roles within the company’s digital business, 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.

At The North Face, Otto will report to ​VF chairman, president and CEO, Steve Rendle

“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.”

Otto’s appointment is part of VF’s succession plan in response to Steve Murray’s planned retirement in 2022. Murray was appointed global brand president, The North Face, in September 2020. 

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