New Era Restructures Product/Marketing Teams

July 25, 2011
SGB Update

To support its recent strong growth, New Era said it is restructuring its
global product and marketing teams, and investing more resources to
further develop their emerging accessories and apparel divisions

New
Era, best known for its headwear, noted that it has seen steady growth
over the past five years and is on pace to double its volume by 2015.

New
Era said it has reorganized its structure “to include a more robust
global team across all product categories and marketing functions. The
newly expanded global teams will lead brand strategy and connect the
company’s Go-To-Market product opportunities. Regional teams will then
develop tactics to appeal to consumers in key geographic locations. The
integration of a global brand strategy ensures delivery of a unified and
consistent message that resonates more effectively with consumers and
forges a deeper emotional connection to the brand.” By strengthening its
resources and sharpening its focus, the company said it aims to elevate its
position as a globally recognized brand.

“It’s imperative that we
continue to build a strong bond with our consumers and deliver a
cohesive message across current and emerging markets,” said Chris Koch,
New Era CEO. “We have an aggressive growth plan in motion to cultivate
our business beyond our core competencies and in turn better position
ourselves as an international lifestyle brand.”

To encourage the
evolution of the brand, New Era’s Orange County, CA office, which
previously focused solely on Action Sports, will also now serve as a hub
for its expanding accessories business. A Miami-based apparel team will
continue to lead the efforts to bring to market men’s, women’s and
youth apparel lines.

New Era also said it is currently recruiting
top talent with expertise in each of its product segments to ensure it
has the proper resources in place to continue to flourish in this global
economy.

Among the reappointments and new hires:

  • Barbara
    Noyes has been elevated into the role of Vice President Global Headwear
    and joins the New Era Executive Team. Noyes was previously Sr. Director
    Lifestyle. In her role, Noyes will be responsible for overseeing the
    company’s core business and will maintain brand consistency to ensure
    New Era continues to deliver premium headwear.
  • Dennis Green has
    recently accepted the position of Senior Director of Apparel. Green
    joins New Era from notable brands such Nike and Disney.  In this new
    role, Dennis will be responsible for leading the women’s and men’s
    apparel product teams for licensed and New Era branded apparel globally.
  • Joshua
    Cherin has been appointed Director of Brand Accessories. In this new
    role, Cherin will be responsible for building and leading New Era’s
    emerging global accessory business. Prior to joining New Era, Cherin
    owned his own accessories business, was a staff reporter for Dow Jones
    International in Shanghai, and was Vice President of Meetchina.com in
    San Francisco.
  • Kelli Coppola will transition into the new role
    of Global Director of Brand Marketing. In her role, Coppola will
    position the brand for international expansion and lead marketing
    strategy across all categories. Coppola was most recently New Era’s
    Director of Marketing, a role that will now serve the company with a
    regional focus within the new structure. A seasoned veteran, Coppola
    previously owned her own marketing agency and worked for top ad agencies
    such as McCann Erickson and Ogilvy & Mather.
  • Clint Perez
    joins the New Era team as Director of North America Marketing. Clint
    will be charged with activating strategic marketing objectives
    throughout the North America region, defined as the US and Canadian
    markets. Clint will lead the NA regional teams for Consumer, Brand
    Communications, Sponsorship, Retail Activation and Interactive
    Marketing. Previously, Perez served as Director of Marketing for Best
    Buy and VP of Marketing for Discovery Communications.
  • Steve Wolf
    joins New Era as Director of Merchandising. Steve brings to the team
    extensive experience in the apparel industry. Bringing knowledge from
    companies such as Williamson Dickie, VF Corporation, and Russell
    Corporation, Steve will lead planning for market segmentation across key
    categories.

New Era Restructures Product/Marketing Teams

SGB Update

To support its strong growth, New Era said it is restructuring its global product and marketing teams, and investing more resources to further develop their emerging accessories and apparel divisions

New Era, best known for its headwear, noted that it has seen steady growth over the past five years and is on pace to double its volume by 2015.

New Era said it has reorganized its structure to include a more robust global team across all product categories and marketing functions. The newly expanded global teams will lead brand strategy and connect the company’s Go-To-Market product opportunities. Regional teams will then develop tactics to appeal to consumers in key geographic locations. The integration of a global brand strategy ensures delivery of a unified and consistent message that resonates more effectively with consumers and forges a deeper emotional connection to the brand. By strengthening its resources and sharpening its focus, the company aims to elevate its position as a globally recognized brand.

“It’s imperative that we continue to build a strong bond with our consumers and deliver a cohesive message across current and emerging markets,” said Chris Koch, New Era CEO. “We have an aggressive growth plan in motion to cultivate our business beyond our core competencies and in turn better position ourselves as an international lifestyle brand.”

To encourage the evolution of the brand, New Era’s Orange County, CA office, which previously focused solely on Action Sports, will also now serve as a hub for its expanding accessories business. A Miami-based apparel team will continue to lead the efforts to bring to market men’s, women’s and youth apparel lines.

New Era also said it is currently recruiting top talent with expertise in each of its product segments to ensure it has the proper resources in place to continue to flourish in this global economy.

Among the reappointments and new hires:

  • Barbara Noyes has been elevated into the role of Vice President Global Headwear and joins the New Era Executive Team. Noyes was previously Sr. Director Lifestyle. In her role, Noyes will be responsible for overseeing the company’s core business and will maintain brand consistency to ensure New Era continues to deliver premium headwear.
  • Dennis Green has recently accepted the position of Senior Director of Apparel. Green joins New Era from notable brands such Nike and Disney.  In this new role, Dennis will be responsible for leading the women’s and men’s apparel product teams for licensed and New Era branded apparel globally.
  • Joshua Cherin has been appointed Director of Brand Accessories. In this new role, Cherin will be responsible for building and leading New Era’s emerging global accessory business. Prior to joining New Era, Cherin owned his own accessories business, was a staff reporter for Dow Jones International in Shanghai, and was Vice President of Meetchina.com in San Francisco.
  • Kelli Coppola will transition into the new role of Global Director of Brand Marketing. In her role, Coppola will position the brand for international expansion and lead marketing strategy across all categories. Coppola was most recently New Era’s Director of Marketing, a role that will now serve the company with a regional focus within the new structure. A seasoned veteran, Coppola previously owned her own marketing agency and worked for top ad agencies such as McCann Erickson and Ogilvy & Mather.
  • Clint Perez joins the New Era team as Director of North America Marketing. Clint will be charged with activating strategic marketing objectives throughout the North America region, defined as the US and Canadian markets. Clint will lead the NA regional teams for Consumer, Brand Communications, Sponsorship, Retail Activation and Interactive Marketing. Previously, Perez served as Director of Marketing for Best Buy and VP of Marketing for Discovery Communications.
  • Steve Wolf joins New Era as Director of Merchandising. Steve brings to the team extensive experience in the apparel industry. Bringing knowledge from companies such as Williamson Dickie, VF Corporation, and Russell Corporation, Steve will lead planning for market segmentation across key categories.
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