Merrell has named Richard McLeod as chief marketing officer (CMO), reporting to the company’s global brand president, Janice Tennant.
McLeod will lead Merrell’s global marketing and direct the creation of integrated marketing capabilities.
“Rich is widely recognized as a consumer-obsessed leader and builder of talent with a track record of growing brands through strong consumer demand creation and retail execution,” offered Tennant. “Rich’s depth of experience will help position Merrell for long-term growth.”
Merrell reported in a media release that McLeod has over two decades of experience working in senior leadership roles, with a career “marked by a dedication to building globally recognized brands, fostering consumer connections and driving strategic initiatives that deliver long-term growth and cultural relevance.”
McLeod was, most recently, the VP and CMO at Champion, where he led strategy development and enhanced Champion’s market presence “using consumer insights, brand development, creative storytelling, and innovation.” Before Champion, McLeod was the SVP of Brand at Canada Goose, responsible for brand evolution, growth and performance.
“I am thrilled to join Merrell, a brand with a rich heritage and global impact,” said McLeod. “I look forward to developing world-class marketing strategies that inspire more people to embrace the outdoors, connect with the brand, and drive the brand’s future growth.”
Images courtesy Merrell/Wolverine Worldwide
