Fjällräven, the Swedish heritage outdoor brand, appointed Nancy Blanchard as director of marketing.

Reporting directly to the vice president of brand, Blanchard will be spearheading the scale and growth within the marketing department as well as extending the brand growth to the wholesale channels and key accounts through strategic campaign development and execution.

“Nancy brings breadth and depth in all marketing disciplines that we’re fortunate to tap into,” says Nathan Dopp, president of Fjällräven North America. “She’ll be a vital part of the North American marketing department and with our growing number of retail doors we identified a need to help the teams scale to the market demands.”

Blanchard comes to Fjällräven with more than two decades of experience planning, developing and executing strategic marketing solutions, and she has successfully driven double-digit growth in the consumer products space from several industries and companies, from startup to enterprise level. She has held executive positions at Otter Products, Waterpik Technologies and Revolar and as a consultant, Blanchard worked to redefine brands and establish core messaging. International brand development has been a key part of her career as she lived in Europe for two years while driving product insights for Waterpik on their German and Korean businesses. Blanchard grew up in the Midwest, attended Augustana College, graduated with a degree in marketing and communications and now lives in Boulder, CO.

“I’m honored to join a brand with so much history and heritage, and such an exciting future. I have a passion for the outdoors, sustainability and authentic brands,” said Blanchard. “Joining the Fjällräven family presented an opportunity to work alongside a very talented team on a brand that has a great deal of momentum. Every day we get to work on inspiring people to go outside and explore; there’s nothing better than that.”