Timberland names new marketing head

Timberland announced on Thursday the appointment of Maisie Willoughby as the brand’s new vice president and chief marketing officer.

In the new role, Willoughby will lead Timberland’s 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, she will play a critical role in driving the brand’s efforts to be hyper-digital, retail-centric, and consumer-minded across channels, according to a press release.

Having held multiple leadership roles across retail, fashion, and lifestyle since 2009, Willoughby joins Timberland from Alexander Wang, where she led the fashion brand’s rebranding effort and helped drive double-digit growth globally.

Prior to Wang, she worked at advertising, creative, and digital agencies such as Anomaly, Wieden+Kennedy, and Cult Ldn. 

“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 global brand president, Susie Mulder.

​“We are thrilled to welcome Maisie into our brand and community,” said Mulder.

“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.”

In its most recent trading update on August 1, parent company VF Corp. cut its annual revenue forecast, signalling a slowdown in demand for its apparel and sneakers from price-conscious consumers, especially in North America.