Nike has announced that Heidi O'Neill, president of Nike Direct, will expand her current role as leader of Nike's physical retail stores and to include also all Nike digital products, services and member experiences. The change has immediate effect. She will report to Elliott Hill, president of consumer and marketplace. O'Neill has been at Nike for 20 years, holding positions of increasing responsibility. She began her career at Nike as a marketing director in apparel. She has also served as vice-president of U.S. apparel, vice-president and general manager of global Nike women's category, and vice-president and general manager of Nike Stores globally. Most recently, she held the position of president of direct to consumer. Prior to joining Nike, she worked at Levi Strauss & Co. and Foote Cone & Belding in San Francisco. O'Neill is a founding board member of the Nike School Innovation Fund and a current member of Spotify's board of directors. She is also a past member of Skullcandy's board of directors.