POC, the Stockholm, Sweden-based maker of safety and performance gear for cycling and snow sports, has appointed outdoor industry veteran Natasha Pack to strengthen its European commercial leadership as sales director of the EMEA region.
POC said it continues to invest in its European commercial structure as Pack joins the company this month, bringing over 20 years of global experience across the sporting goods and fashion industries.
Pack most recently led Global Strategy and Go to Market for Smartwool and Icebreaker at VF Corp. Prior, she served as head of Wholesale in Northern Europe for Icebreaker. Pack also spent over 10 years with VF Corp. in the UK working with Eastpak for four years and six years with Lee Jeans. In the interim period between the VF stints she was with Levi Strauss & Co. for nearly four years and with Native as a brand consultant for a short period.
“Over the past two decades, I’ve learned that the brands which prosper are the ones that are unafraid to think differently and defy conventional thinking, And that is exactly what brought me to POC,” Pack commented. “Its mission to protect lives and reduce the consequences of accidents goes beyond a product story; it’s a purpose I genuinely believe in, and I can’t wait to get to work with the team across Europe.”
The appointment is said to reflect POC’s “strong and growing direct footprint across all key European markets.” The company said the move has been “further reinforced” by a recent expansion of its Spanish sales team.
“As the business grows, Natasha will play a central role in aligning POC’s physical and digital channels. She will support partners and consumers with a consistent experience across every touchpoint,” the company said in a media release announcing the appointment.
“Natasha’s appointment is an important step in strengthening our European commercial structure, commented Kolja Plegt, chief commercial officer, POC. “With a growing direct footprint in all key markets, we are creating clear strategic alignment between our physical and digital channels. Natasha’s background in premium brands, and in particular apparel, combined with her record of turning ambitious ideas into tangible growth, makes her perfectly placed to lead this next phase for POC in EMEA.”
Recognized for her ability to turn complex situations into clear plans for sustainable growth, Natasha is expected to work closely with POC’s European sales team, supporting partners and retailers as POC continues to strengthen its presence and service across the region.
Images courtesy POC
