Ex Alexander Wang exec appointed Chief Marketing Officer at Timberland

Maisie Willoughby has been appointed to the role of Vice President and Chief Marketing Officer at global footwear giant, Timberland.

In her new role, she will lead the brand’s global marketing team across the Americas, APAC and EMEA regions to drive consumer activations with a focus on the digital arena.

After starting her career in 2009, Willoughby has held multiple positions and fashion and lifestyle companies. She joins Timberland from Alexander Wang, where she led its rebranding and helped drive double-digit growth globally. Prior to her five-year stint at the fashion house, she worked at Anomaly, Wieden+Kennedy and CULT LDN.

As of Willoughby’s official start on 16 October, she will report to Global Brand President, Susie Mulder.

Mulder commented: "We are thrilled to welcome Maisie into our brand and community.

"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."

On her appointment, Maisie Willoughby added: "The Timberland brand harnesses tremendous impact through its iconography, rich heritage, and immersion in culture... I am thrilled to join such a global force and plan to bring heightened energy to an already incredibly dynamic brand."

Back in August, Timberland's parent company VF Corp reported that revenues were down 8% to £1.5 billion ($2 billion) for the first quarter ending 1 July 2023. The growth at The North Face was more than offset by declines at Vans, Timberland and Dickies.