VF Corp. has named a digital expert, Nicole Otto, as global brand president for The North Face (TNF), based in Denver, Colorado. Next June, she will succeed Steve Murray, a British-born industry veteran who will be retiring this year, as planned, returning to the U.K. Murray had been promoted from president of TNF for the Americas to global brand president of the brand in October 2020, replacing the Swedish Arne Arens, as part of a management reshuffle. He had rejoined the VF group two years earlier, working on the acquisition of Altra and other special projects, after taking care of Urban Outfitters, Deckers’ European operations and Dr. Martens in the U.K. since 2010. Murray began his career at VF in 2004, when VF acquired the skateboard label Vans, of which he was president at the time. He was then named president of VF’s Action Sports division in 2009. Prior to his ten years at Vans, he worked for Dunlop Slazenger and Reebok.
Otto is joining VF after nearly 17 years at Nike in Portland, Oregon. Most recently, she served as VP of Nike Direct North America. In that role, she was responsible for Nike’s digital extensions and all in-line and factory stores across North America. To that end, she led the integration of the company’s physical and digital retail ecosystems. Under her leadership, Nike introduced a new flagship store concept and Nike Live experiences in New York City and Los Angeles and began expanding the brand’s own retail operations in the U.S. She has also been a key leader in the development of Nike’s consumer digital technology platforms over the past decade.
Prior to joining Nike’s North American team, she held several regional and global leadership roles in the company’s digital business, including vice present and general manager of digital commerce for EMEA, where she led the launch of the Nike App and SNKRS App from Nike’s European headquarters in Amsterdam. Otto began her career at Nike in 2005 after working in information technology at Charles Schwab in San Francisco.
With the leadership transition at TNF expected to be completed in June 2022, TNF will most likely increase its focus on DTC and digital transformation. “Nicole is the right leader who brings the right capabilities to The North Face brand at the right time,” said Steve Rendle, chairman, president and CEO of VF Corp., to whom Otto will report directly. She will also serve on VF’s executive leadership team.
Rendle credited Murray for a having done a great job. “We appointed Steve to lead The North Face® brand knowing that his retirement was on the horizon but also recognizing that we could leverage his incredible 30-plus years of industry experience to strengthen the brand’s proposition with consumers,” said Rendle. “During his tenure, Steve further enhanced the brand’s outdoor credentials; turbo charged its apparel, accessories, and equipment product engines; introduced innovative technologies such as FUTURELIGHTTM; built a successful footwear business; and refined its channel and segmentation strategies, among many other accomplishments. Steve will leave The North Face® brand in an incredibly strong position for Nicole to build on as she advances our direct-to-consumer and digital transformation.”
