V.F. Corporation, the owner of The North Face, has appointed Nicole Otto to the position of global brand president for the brand.
“Nicole is the right leader who brings the right capabilities to The North Face brand at the right time,” said V.F. Chairman, President and CEO, Steve 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. We’re excited to welcome her to the V.F. family.”
Otto brings 16 years of experience working for Nike, where she most recently served as vice president of Nike Direct North America. In her role, Otto oversaw Nike’s digital experiences and a full fleet of online and factory stores throughout the North American region.
Additionally, Otto was responsible for delivering online-to-offline services and experiences that helped Nike forge deep connections with consumers. Under her leadership, Nike launched new flagship and Nike Live experiences in New York City and Los Angeles and began its expansion of company-owned retail stores across the U.S.
Otto will succeed Steve Murray, who is retiring and returning to the U.K. The leadership transition will be effective in June 2022.