Susan Branch, former SVP & global head of product for the Roxy and Quiksilver brands, has been named as Billabong‘s new global general manager for Billabong Women’s.

Branch has over 20 years of experience managing global apparel and footwear businesses along with growing and revitalizing brands. Her position is a newly created role.

“Consistent with the strategic direction laid out at our recent Annual General Meeting, we’re focusing on our big brands,” said Billabong CEO Neil Fiske. “We see tremendous growth opportunity for Billabong Women’s, which is why we’ve specifically created this role to give it a dedicated focus. Susan is the ideal person to take on the role and we’re delighted someone with her level of experience and talent is joining Billabong.”

Branch has held numerous senior roles in the industry including, most recently, senior vice-president & global head of product for Roxy/Quiksilver, and president & GM of the America’s region for Roxy from 2010 to 2013. Managing businesses in a multi-channel environment with revenues in excess of $500 million, she has extensive experience in product design, merchandising, marketing, and sales.

Her role at Billabong will see her responsible for guiding the women’s business on a global basis and working closely with teams in each region.

“I’m joining  Billabong  at  an  exciting  time as  it  undertakes its turnaround strategy,” said Branch. “This is a fantastic brand and I can’t wait to begin working with the  team as we reenergize globally.”

Fiske said Branch would report to a newly created position of global president, Brand Billabong. He added Ed Leasure and Jean-Louis Rodrigues have been formally appointed as heads of the America’s and Europe respectively.