Vuori’s new marketing chief joins a leadership team that grew a Chief Product Officer in April, evidence that international store growth and a widening sport-category push are reshaping the executive bench this brand needs.
Vuori has named Carey Collins Krug as Chief Marketing Officer. She starts Monday, Oct. 5, giving the California activewear brand a marketing chief as it expands into new international markets and sport categories outside its lifestyle base.
Collins Krug spent recent years as CMO at Abercrombie & Fitch; she is credited there with steering the retailer toward a digital-led strategy that reconnected the chain with younger shoppers and helped drive a sharp turnaround in its sales performance.
The appointment adds to a string of senior hires as Vuori’s executive bench grows alongside its store count. In April Vuori named Heather Archibald as its first Chief Product Officer, part of an effort to formalize product leadership ahead of an aggressive international rollout. Vuori is building its front office as fast as its footprint.
Collins Krug’s mandate at Vuori spans the brand and creative functions along with consumer engagement, and extends into wholesale, retail and integrated channels plus the company’s digital marketing operation, the company said.
A widening marketing remit
The portfolio Collins Krug inherits has outgrown Vuori’s lifestyle roots. In June, Vuori said it is targeting 20 stores in China by 2027, up from eight today, as the brand moves from market testing to active expansion. The push follows a run of sport-specific campaigns in golf and tennis over the past year.
Before her retail turnaround work, Collins Krug held marketing leadership roles at three fashion houses: David Yurman, Ralph Lauren and Donna Karan International. She was named to CommerceNext’s 2025 “25 Leaders to Watch” list and was an Adweek CMO Awards honoree in 2021.
