Timberland has made a significant leadership change by appointing Maisie Willoughby as its Vice President and Chief Marketing Officer (CMO). In her new capacity, Willoughby will lead Timberland’s global marketing team, focusing on bolstering the brand’s presence across all consumer touchpoints. Her role will entail close collaboration with marketing leaders across the Americas, APAC, and EMEA regions, with a particular emphasis on driving consumer engagement through digital channels. As a vital member of Timberland’s global leadership team, Willoughby will play a pivotal role in advancing the brand’s digital strategies, retail-centric approach, and consumer-focused initiatives across diverse platforms.
Having accumulated extensive leadership experience in the retail, fashion, and lifestyle sectors since 2009, Willoughby joins Timberland after successfully leading the rebranding efforts and driving double-digit growth globally at Alexander Wang. Her professional journey has also included influential roles at prestigious advertising, creative, and digital agencies such as Anomaly, Wieden+Kennedy, and Cult Ldn.
Willoughby’s appointment aligns with Timberland’s strategic growth and innovation objectives. She officially assumes her role on October 16, reporting to Timberland’s Global Brand President, Susie Mulder.
Susie Mulder, Global Brand President at Timberland, expressed enthusiasm for Willoughby’s appointment, citing her profound cultural insights, marketing expertise, and ability to drive business growth. With Timberland concluding its 50th-anniversary year, Willoughby is expected to be a key contributor to the brand’s future direction and success.
This leadership change comes in the wake of Timberland’s recent trading update, where parent company VF Corp. adjusted its annual revenue forecast in response to shifting market dynamics, particularly in North America, affecting demand for apparel and sneakers.