Smartwool hired a new European sales team that will be led by Smartwool EMEA Brand & Sales Director Genevieve Peterson.

“We are happy to introduce the new Smartwool Europe team,” said Peterson. “Our vision for the region includes building Smartwool’s presence as the leader in versatile, premium apparel and accessories for outdoor adventures throughout. In doing so, we will invest a significant amount of resources to help support and boost our specialty retail partners.”

Petersen brings nearly two decades of international experience to the European team. Prior to her recent promotion, Peterson led the Smartwool APAC and CASA business efforts. With more than 15 years in the outdoor and active lifestyle industry, Peterson’s significant international business acumen will drive growth from the VF Corporation European headquarters in Stabio, Switzerland.

Joining the team in May are Dariusz Boniecki, senior sales manager; Manuela Chizzini, sales coordinator; and Simon Mur, marketing coordinator.

Boniecki brings over 15 years of brand and key business experience to the group and will lead strategic sales efforts and key channel development. Most recently, Boniecki has been with the VF Polish branch leading strategic channel development, specifically collection segmentation and marketing activities, for The North Face. Prior to that, he was key account manager for Adidas.

As the sales coordinator, Chizzini will support Boniecki, the distributors and sales representatives across the EMEA. Chizzini joins the team from 7 For All Mankind where she was most recently a customer service representative supporting Benelux and France dealers and distributors.

In leading the marketing efforts for Smartwool, Mur will manage all paid, earned and owned media strategy for the brand, including all public relations efforts.  Mur comes to Smartwool from Reef where he has been leading all marketing efforts for southern Europe. Previously, he was marketing coordinator for Vans in France.

Additional team changes include the promotions of Phil McHale to sales manager of the United Kingdom and Ireland and Nico Roehrig to sales manager of Germany. McHale started at Smartwool in 2010 as the European technical sales representative and has held numerous roles since then. Prior to Smartwool, McHale was with Ecco in a number of capacities, including training and retail support and visual merchandising. Roehrig has also been with the company for several years. Previously, he worked for The North Face as a sales associate while attending university. Upon completion, Roehrig joined Smartwool as technical sales representative in 2014.

“Both Phil and Nico have demonstrated their ability to lead through constant change and numerous challenges,” stated Peterson.  “Their promotions are incredibly well deserved and will allow our team to provide more dedicated focus and support to critical markets.”

All changes are effective immediately.

Photo courtesy Smartwool