Vuori Names Abercrombie Exec as Chief Marketing Officer

Vuori appointed Carey Collins Krug, who most recently led marketing at Abercrombie & Fitch, as chief marketing officer, effective October 5.

“Carey brings the kind of brand-building, consumer engagement and cross-functional marketing leadership that will be instrumental as Vuori enters its next chapter of growth,” said Joe Kudla, founder and CEO of Vuori. “Her experience helping global lifestyle brands sharpen their storytelling and build deeper connections with consumers aligns closely with where we’re headed as we continue to scale.”

At Vuori, Carey will lead the company’s global marketing organization, overseeing brand, creative, consumer engagement, digital, retail, wholesale and integrated marketing. She will focus on advancing Vuori’s global marketing strategy, strengthening connection across channels, and building on the brand’s momentum worldwide.

“Vuori has a rare combination of brand clarity, product strength and deep consumer connection,” said Carey Collins Krug. “The foundation is already there – a powerful brand and an engaged community. I am thrilled to build upon this momentum and scale globally with intentionality and consistency.”

In her most recent role as chief marketing officer at Abercrombie, Krug “played an instrumental role in repositioning the brand, driving a digital-first transformation and reigniting cultural relevance with a new generation of consumers. Under her leadership, Abercrombie re-emerged as one of the fastest-growing brands in the U.S., fueled by evolved brand positioning, influencer marketing and a disciplined test-and-learn approach to modern marketing.

She led marketing at Abercrombie since October 2018.

Images courtesy Vuori