VF Corporation has made several changes to the management structure of its Outdoor & Action Sports Coalition in Europe and the U.S. to cope with its growing size, and possibly to accommodate new acquisitions.
In Europe, it announced a few days ago the appointment of Mariano Alonso, a former executive of Camper, to the position of vice president of sales at Timberland in Europe, the Middle East and Africa (EMEA). He worked at the Spanish footwear company most recently as general manager for Northern, Central and Eastern Europe as well as Asia. Prior to that, he worked for Nike between 1998 and 2007 in several roles, ending up as sales director for Northern Europe.
Timberland has also appointed Marco Messini to the new position of vice president of partnership stores. The Italian manager, who has been running Timberland's operations in Italy and the rest of Southern Europe, has been involved lately in the brand's franchising program as vice president of wholesale operations throughout the EMEA region.
Alonso and Messini will both report to Timo Schmidt-Eisenhart, president of Timberland for the EMEA region.
Reef, another brand of the group, will also have a new general manager for EMEA, Nathan Hill, who has been with VF since 2006 and with Reef since 2012, when he was appointed sales manager for the region.
Meanwhile, VF has split its Outdoor & Action Sports Coalition into two separate units for all its operations in the Americas. The group plans to appoint a new president for Timberland to replace Patrik Frisk, who has been promoted to the position of president for the Americas of the company's Outdoor Coalition, comprising Timberland, The North Face, JanSport, Smartwool and Lucy activewear.
Similarly, Kevin Bailey, president of Vans for the Americas, is assuming the new role of president of VF's Action Sports Coalition, which includes Vans as well as the Reef and Eagle Creek brands. He has been president of Vans since 2009 and will continue in that position.
Reporting to Bailey, Fara Howard has joined Vans as global vice president of marketing, taking the place of Doug Palladini who had been promoted to vice president and general manager of the brand for the Americas. She worked in the last two years for Dell, and prior to that with Gatorade.
Steve Rendle, who was in charge of the Americas for all the brands of the Outdoor & Action Sports Coalition, will be responsible for all the brands owned by VF in the region. Working under Rendle, Isabel Soriano will take care of the development in Central and South America of Timberland, Vans and a couple of other VF brands, Kipling and 7 for All Mankind.