Timberland announced Maisie Willoughby as the brand’s new Vice President and Chief Marketing Officer (CMO). Most recently, she spent five years at Alexander Wang.
Willoughby will be tasked with driving global brand strategy and vision for Timberland, which is owned by VF Corp.
At Alexander Wang,she led its re-branding effort and helped drive double-digit growth globally. Maisie honed her expertise at advertising, creative, and digital agencies such as Anomaly, Wieden+Kennedy, and CULT LDN.
In her new role, Willoughby will lead a global marketing team in bringing the brand to life across all consumer touchpoints. She will work in close partnership with marketing leaders in the Americas, APAC and EMEA regions to drive consumer activations across the globe, especially in the digital space. As a member of Timberland’s Global Leadership Team, Willoughby will play a critical role in driving the brand’s efforts to be hyper-digital, retail-centric, and consumer-minded across channels.
“We are thrilled to welcome Maisie into our brand and community,” said Susie Mulder, global brand president for Timberland. “Maisie is a passionate marketer who has deep cultural connections and insights, as well as a keen understanding of how to activate and drive the business. As we wrap up our 50th anniversary year, she will play a critical role in helping to shape the next chapter of Timberland. We’re excited to have Maisie on the journey with us!”
“The Timberland brand harnesses tremendous impact through its iconography, rich heritage, and immersion in culture,” said Willoughby. “I am thrilled to join such a global force and plan to bring heightened energy to an already incredibly dynamic brand.”
Willoughby, who officially starts October 16, will report to Mulder.
Photo courtesy Timberland
