Carhartt Appoints Chief Brand Officer

Words by Retail Bum

Carhartt Appoints Chief Brand Officer
Carhartt Appoints Chief Brand Officer
Workwear brand Carhartt has appointed Susan Hennike as the company’s new chief brand officer.

Hennike brings more than 20 years of experience in global product marketing. She joins Carhartt from Bombas, where she was serving as the company’s chief product officer. Before that, Hennike spent 12 years at HANESBRANDS, where she worked as the president of Champion North America in her last position. During her tenure at Champion, Hennike was recognized for leading the brand to double digit-growth, overseeing the development of its direct-to-consumer (DTC) business and driving all creative content and storytelling efforts for the brand.

Hennike has also previously worked for several other major brands, including Victoria’s Secret, Nike, and Adidas International.

As the new branding head at Carhartt, Hennike is expected to lead the brand’s strategic development, positioning the company for sustained growth and profitability across matrixed business units. Hennike will also oversee and collaborate with creative, marketing, product, and R&D, among other workstreams.

She will report to Linda Hubbard, Carhartt’s president and chief operating officer.

“Susan has an incredible reputation of growing emerging and established apparel brands across diverse audiences and reaching consumers creatively and authentically,” said Hubbard. “Her vision will help shape Carhartt’s future, improve the experience for all hardworking people and find new ways to reach those who have yet to experience Carhartt.”

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