Jack Wolfskin Europe has appointed Natascha El Mahmoud, most recently as VP sales, as general manager, commercial, Europe as part of its new commercial management structure.

The company’s retail and e-commerce businesses will continue to be managed by Stefan Kopp and Patrick Berresheim respectively. El Mahmoud, Berresheim and Kopp report directly to company’s CEO Richard Collier.

“The new structure will help us to deepen our omnichannel approach across the European market and to act with a clear strategy in our focus markets,” said Collier.

Under El Mahmoud, there are now regional divisions to create focused distribution strategies across markets. Andreas Keller continues to be responsible for Jack Wolfskin’s core market as director DACH/L. Meik Hasenstab is senior director, sales, North Europe, and Johannes Hell is director, sales, East Europe.

In addition, with the creation of the new position of director of European digital key accounts, Marcus Mielke will be responsible for digital wholesale partnerships.