VF Corporation names new president for The North Face
VF Corporation has appointed Nicole Otto to the position of global brand president for The North Face brand.
Otto previously worked for 16 years with Nike where her most recent role was vice president of Nike Direct North America which included responsibility for the company’s digital experiences and full fleet of inline and factory stores throughout the North America region. Prior to Nike she worked in information technology at Charles Schwab.
At VF Corporation she will succeed Steve Murray, who is retiring and returning to the UK, while reporting to VF chairman, president and chief executive Steve Rendle as part of VF’s executive leadership team.
Rendle said: “Nicole is the right leader who brings the right capabilities to The North Face brand at the right time. 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.”
The appointment is part of VF’s succession plan in response to Murray’s planned retirement this year. Murray was appointed global brand president for The North Face in September 2020. Prior to that, he 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.
Rendle added: “We appointed Steve to lead The North Face brand knowing that his retirement was on the horizon but also recognising that we could leverage his incredible 30-plus years of industry experience to strengthen the brand’s proposition with consumers.
“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 Futurelight; 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.”
