Timberland has hired Maisie Willoughby as VP and chief marketing officer.
In her new role, Timberland said in a statement that Willoughby will be tasked with leading its global marketing team in “bringing the brand to life across all consumer touchpoints.” The company also stated Willoughby will work in partnership with its marketing leaders in the Americas, APAC and EMEA regions “to drive consumer activations across the globe, especially in the digital space.”
Willoughby will start Oct. 16 and will report to Timberland global brand president Susie Mulder.
“The Timberland brand harnesses tremendous impact through its iconography, rich heritage, and immersion in culture,” Willoughby said in a statement. “I am thrilled to join such a global force and plan to bring heightened energy to an already incredibly dynamic brand.”
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Breaking down her responsibilities, Timberland stated Willoughby will drive global brand strategy and vision; conceive and create ideas to fuel demand creation; and position Timberland to achieve sustainable, long-term growth. Also, Timberland said Willoughby will “cultivate bold storytelling and activations to amplify Timberland’s presence in the global marketplace.”
Willoughby most recently led the rebranding efforts at Alexander Wang, where she also helped drive double-digit growth globally. Her other prior professional experience includes Anomaly, Wieden+Kennedy and CULT LDN.
“We are thrilled to welcome Maisie into our brand and community,” Mulder said in a statement. “Maisie is a passionate marketer who has deep cultural connections and insights, as well as a keen understanding of how to activate and drive the business. As we wrap up our 50th anniversary year, she will play a critical role in helping to shape the next chapter of Timberland. We’re excited to have Maisie on the journey with us.”
Willoughby is filling the global chief marketing officer that was left vacant by Drieke Leenknegt in June, who assumed the same role at Vans after spending three years at Timberland.
