Dickies hired Justin Bones as senior director of global growth and performance marketing to oversee its North America marketing, strategy, planning, and execution for new customer acquisition and retention.

Bones will also guide the EMEA and Asia Pacific regions with a vision and direction to achieve global consumer growth for the company. Reporting to Sarah Crockett, Dickies global chief marketing officer, Bones will also drive the Dickies.com business in partnership with its e-commerce team, and oversee paid media, organic social, performance marketing, CRM, and channel strategy teams.

Bones has spent the last 15 years working in the digital retail space for brands and agencies. In his previous role as SVP, direct-to-consumer at Herschel Supply Company, he spent seven years leading global e-commerce, Amazon, digital marketing, China marketplace, and customer service teams. He also spent several years managing digital media at Lululemon Athletica.