Patagonia appointed Amanda Calder-Mclaren, formerly at The North Face, as its new senior director of marketing and impact for Europe, the Middle East and Africa (EMEA) to bring together Patagonia’s marketing and impact work.
Calder-Mclaren was, most recently, the global marketing lead and and VP of Brand Communications, Events, and Entertainment Relations at Hugo Boss from July 2025 through March 2026. Prior to Hugo Boss, she served as chief marketing officer at U.K.-based sportswear brand Montirex from January 2024 to July 2025. Prior to Montirex, she worked for The North Face’s EMEA region for nearly seven years, with her last position being senior director, brand marketing. She also worked for Adidas Terrex, Technogym and Wahoo earlier in her career.
“This role will bring greater focus to how Patagonia builds its brand and drives impact as a responsible business in EMEA, recognizing that the two are inseparable,” stated Nina Hajikhanian, general manager for EMEA at Patagonia. “Amanda brings the experience and vision to lead this work across the region. She is a storyteller driven by purpose, with nearly two decades of experience in the outdoor and apparel industry, and a leadership approach rooted in community. We’re excited to welcome her to the team and to have her help guide this next chapter across the region.”
Calder-Mclaren will be based at Patagonia’s European headquarters in Amsterdam.
Calder Mclaren added: “Patagonia stands apart because it proves that profit and responsibility can work in harmony. It’s not anti-growth but anti-greed – and that ethos is what I respect so deeply. The outdoors has shaped my life; from the time I spend in the mountains to the sense of connection it creates. I’m proud to join Patagonia as a custodian of the brand and to help carry that spirit forward across EMEA.”
Images courtesy Patagonia
