On the Move: Meet the new CMOs at Dickies, Jordan Brand, PF Flyers

At Thrasio, layoffs and a new CEO

Ecommerce aggregator Thrasio announced a new CEO this week. Greg Greeley, formerly an executive with Amazon and AirBnB, will succeed Carlos Cashman, a cofounder who will remain on the company’s board. The change is effective in August.

Launched in 2018, Thrasio is among the most prominent among businesses that pioneered a model of acquiring consumer goods brands selling on Amazon, and applying tech and operations expertise across a portfolio to unlock growth. The Boston-based company owns more than 200 brands.

At the same time as the CEO shift, the company is also making layoffs. According to Techcrunch, the Thrasio is set to inform “a portion” of its staff of layoffs this week as part of a reorganization designed to “properly absorb and grow the businesses we have acquired, make sure we have rigorous processes and controls, and then look to re-scale our team in the optimal areas for growth," leaders wrote in a memo.

Tapestry hires David L. Casey as chief inclusion and social impact officer

Tapestry, Inc., the parent of luxury brands including Coach, Kate Spade and Stuart Weitzman, hired David L. Casey as chief inclusion and social impact officer. The newly created position is designed to reflect the company’s “ongoing commitment to building Tapestry’s inclusive culture and creating a company that truly reflects the diversity of its customers,” according to an announcement.

Casey previously served in chief diversity officer roles at CVS Health and Anthem.

“Tapestry’s approach to corporate responsibility is based on driving real, measurable change towards a more equitable, inclusive and sustainable world,” Tapestry CEO Joanne Crevoiserat said in a statement. “We believe that difference sparks brilliance and are building a culture where all our employees can be their authentic selves. To that end, we are extremely pleased that David is joining our leadership team. He brings to Tapestry over 20 years of experience in strategic EI&D work and is widely recognized as an expert in the field. David’s passion for EI&D will be invaluable as we build on the strong foundation and inclusive culture already in place.”

Nike’s new DTC and digital VP

Maggie Gauger was promoted to the role of global VP of direct acceleration, Footwear News reported on Monday, citing a LinkedIn post. Gauger has 20 years of experience at the apparel and footwear brand, having most recently led a team of more than 150 people as VP of marketplace. Gauger will play a key leadership role in Nike’s Consumer Direct Acceleration strategy, which includes emphasizing DTC and digital channels, while at the same time pulling back from some wholesale channels.

Shannon Watkins is the new CMO at Jordan Brand

In other news from Nike, Jordan Brand named Shannon Watkins as chief marketing officer.

Watkins most recently served as chief brand and marketing officer at Aflac, where she played a key role in a partnership with ESPN's College Gameday, and drove a renewed focus on Historically Black Colleges and Universities, Sportico reported.

“We need innovative leadership, someone who can lead us into the future by pushing creativity, championing diversity, and bringing our purpose to life,” Jordan Brand CEO Craig Williams told Sportico. “Shannon’s experience across multiple industries and business sectors will do just that, helping to lead our marketing efforts into the future.”

Watkins' appointment comes after a lengthy search to replace Sean Tresvant, who is now chief brand officer at Taco Bell. She begins in the role on May 16.

Robaire named EVP of Reebok International

Steve Robaire is the new EVP of Reebok International, parent company Authentic Brands Group announced.

The longtime Reebok executive is being tapped to lead the sportswear brand’s global expansion, and serve as the first point of contact for Reebok’s international partners.

Over a nearly 15-year career with Reebok, Robaire honed international experience while serving in Greater China, Amsterdam and Paris.

“Steve’s track record in growing Reebok’s market share and sales growth in Greater China and Europe makes him an excellent leader for driving Reebok’s business across all international markets,” said Reebok Chief Brand Officer Jarrod Weber, in a statement. “There’s an incredible appetite for the brand across key markets, and with Steve leading the charge, we are primed for success.”

The appointment is effective July 1.

Overstock brings on Angela Hsu as CMO

Home goods marketplace Overstock named Angela Hsu as its new chief marketing officer, according to Furniture Today. Bringing more than 25 years of experience in marketing areas including digital, ecommerce and social media, Hsu previously held leadership roles at Lamps Plus, News Corp and Warner Bros.

“I’m humbled by the opportunity to collaborate with a group of incredibly talented marketers and a winning executive leadership team,” Hsu said in a LinkedIn post announcing the move. “I look forward to shaping the way we create dream homes for all and delivering sustainable, profitable market share growth.”

Osprey Packs CEO steps down

Outdoors brand Osprey Packs announced the departure of CEO Layne Rigney, effective April 28, Bicycle Retailer and Industry News reports. Rigney joined the company as president in 2016 before assuming the role of CEO. He overaw the launch of Osprey’s DTC channel, and recently guided the company through a $414 million acquisition by consumer goods company Helen of Troy.

In appointment news, Noel Geoffroy will join the Helen of Troy as chief operating officer on May 9, overseeing day-to-day business. Geoffroy brings 25 years of experience in president and general manager roles at Sanofi, Kellogg, H. J. Heinz and Procter & Gamble.

Dickies appoints Sarah Crockett as CMO

VF Corp.-owned workwear brand Dickies appointed Sarah Crockett as global chief marketing officer as the company gets ready to celebrate its 100th anniversary.

Crockett brings prior CMO experience from Backcountry and Burton Snowbards, as well as marketing leadership roles at Vans and REI.

“As we continue to focus on global growth, I know Sarah’s expertise will help accelerate our business through a digital-first mindset as we look to deepen our relationships with consumer communities globally,” said Dickies Brand President Denny Bruce, in a LinkedIn post.

PF Flyers brings on Lisa Lewis as CMO

Lifestyle shoe company PF Flyers hired Lisa Lewis as chief marketing officer. In the role, Lewis will be leading a relaunch of the brand. She brings 20 years of experience at brands including Piaggio Fast Forward, Sonos Inc., Converse’s Chuck Taylor Brand, Puma and Keds.

Founded in 1937, PF Flyers was acquired by DTC entrepreneur Kassia Davis from New Balance in 2021.

"After an extensive search, we've finally found a marketing executive who I think is the perfect fit for our brand. Lisa's industry experience is unmatched, and I'm very excited to see where we can take PF Flyers with her pioneering the marketing strategy," Davis said in a statement.

​Alibaba’s latest leadership shifts

Chinese ecommerce company Alibaba made the following leadership changes among the services it owns, according to the South China Morning Post.

• Alibaba Group Holding CEO Daniel Zhang Yong stepped down from the role of legal representative at Alibaba-owned Taobao Marketplace and Tmall. Trudy Dai Shan, a founding member of Alibaba, succeeded him as legal representative at both companies.
• Jiang Fan also stepped aside from the roles of legal representative, chairman and general manager at the holding companies. Fan runs Alibaba’s overseas ecommerce business.

The moves follow a management shuffle in December that included the introduction of a new CFO and the appointment of new leaders for its ecommerce divisions. It arrived as Alibaba is facing increasing regulatory pressure from the Chinese government.