Columbia Sportswear has named Skip Potter to a new position as executive vice president and chief digital information officer, effective April 1. Potter brings extensive experience in the tech field to Columbia. He most recently spent four years at Nike, whose head office is located in the same state, as chief technology officer, leading the digital and e-commerce teams of that group around the world. In his newly created position, Potter will be responsible for advancing Columbia’s digital capabilities as well as its omnichannel and supply chain potential across the enterprise, which includes the Columbia, Mountain Hardwear, Sorel and prAna brands. Before that, he served as managing VP of engineering and VP of technology innovation at Capital One, a U.S. financial corporation, and as chief information and technology officer for the British Telecommunication’s Enterprise Group. Potter will report directly to Tim Boyle, CEO and president of Columbia Sportswear.