VF Corporation, the Denver-based apparel and footwear company, has undergone significant changes to its executive team in a bid to adapt to challenges posed by the COVID-19 pandemic. The company announced on Tuesday that Steve Murray, the former CEO of Dr. Martens, has been appointed as the new Global Brand President for The North Face. This appointment comes as part of broader organizational changes within VF Corp, with all brand presidents now reporting directly to the company’s CEO.

Steve Murray brings a wealth of experience to his new role, having previously served as VF’s president for the Americas region. However, this position has been eliminated as part of VF Corp’s transformation efforts. Murray has a deep background in the industry, having held various leadership roles at Vans and being instrumental in the brand’s growth and success. He also served as president for Europe, the Middle East, and Africa at Decker’s Outdoor Corporation and CEO of Dr. Martens before his new appointment.

In a statement, VF Corp’s Chairman, President, and CEO Steve Rendle praised Murray’s 30-year career in the industry and described him as a highly respected leader who understands the industry inside and out. Murray’s new role will involve overseeing all aspects of The North Face’s business.

Alongside Murray’s appointment, VF Corp has also made changes to its leadership structure. The leaders of the company’s core brands, as well as its emerging brands division, will now report directly to CEO Steve Rendle. This includes Vans Global Brand President Doug Palladini and Martino Scabbia Guerrini, who currently holds the dual roles of President of the EMEA region and interim Global Brand President for Timberland. Kevin Bailey, the President of the Asia Pacific region and the emerging brands division, will also report directly to Rendle.

According to Rendle, these organizational changes are crucial as VF Corp strives to become a more integrated brand-building company. By managing their core and emerging brands in differentiated ways, the company aims to help each brand reach its fullest potential and drive long-term growth across its portfolio and in all geographies.

Although VF Corp has faced financial challenges due to the COVID-19 pandemic, the company remains focused on accelerating the development of its digital business, particularly in China. VF Corp recently appointed Winnie Ma as its first-ever president for the Greater China region, highlighting its commitment to growing its presence in this key market.

In light of these changes, VF Corp is positioning itself for continued growth and success in the apparel and footwear industry. The company’s adaptability and strategic management are evident in its response to the challenges brought on by the pandemic, and these recent changes to its executive team reflect its commitment to staying ahead in an ever-changing market.

Useful links:
– VF Corporation official website: https://www.vfc.com/
– The North Face official website: https://www.thenorthface.com/