The North Face has a new Global Brand President as Nicole Otto joins the VF Corp. company after more than a decade and a half with Nike.
Otto joined Nike as an IT director in 2005 and ascended to VP/GM North America Nike Direct in early January 2018. Under the position, Otto was responsible for Nike’s direct business lines of Nike Digital, Nike Stores, and Nike Factory Stores throughout the United States and Canada, according to her LinkedIn profile.
“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,” Otto said in a statement to Footwear News. “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 will lead The North Face’s direct-to-consumer initiatives and its “digital transformation,” according to Otto, according to VF Corp. chairman, president, and CEO Steve Rendle.
More DTC and digital initiatives could very well be the main point of emphasis for VF Corp., which recently acquired Supreme and also oversee Timberland, Vans, Dickies, and other brands.
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