Companies

Dr. Martens restructures leadership to accelerate consumer-first strategy

Apr 10, 2026 United Kingdom

As part of a restructuring aimed at simplifying the operating model in line with the new consumer-first strategy, the UK-based footwear company has appointed General Managers for all its major markets

To better deliver its new consumer-first strategy, Dr. Martens has announced organisational changes, moving to a market-level structure to bring it closer to consumers. As a result, General Magners (GMs) has been appointed in all six major markets, which together account for 80% of global revenue.

Nick Duff is now the UK GM, Nathalie Schneider is the France GM, Kristin Staeren is the DACH* GM, and Giorgio Trevisan is the Italy GM. Dr. Martens emphasised that these are all internal promotions and that the “talent and experience of these individuals will be instrumental in growing the consumer base in their respective markets”.

The company has also recently appointed Yoichi Oikawa as the new Japan GM. He brings extensive experience of consumer engagement and of building multichannel teams across Japan and the Asia-Pacific region (most notably at Champion and Adidas) to the role. Paul Zadoff, President of the Americas, continues to run the US market directly.

In addition, Dr. Martens is streamlining its senior leadership team by creating a new executive team. Led by chief executive officer Ije Nwokorie, the team includes Giles Wilson, chief financial officer (CFO), who now oversees technology and strategy, and Carla Murphy, chief brand officer, who manages product, marketing, customer experience, and sustainability.

Other members include interim Chief Operating Officer Anna Duffiet and Mike Stopforth, who will take on the newly created role of Chief Commercial Officer. The market GMs will report directly to Stopforth. Zadoff and Chief People Officer Bridget Jolliffe complete the team, along with Katherine Bellau, who serves as Chief Legal Officer and Company Secretary.

“Over the past year, we have reorganised our business and ways of working so that we are truly consumer-first, as opposed to channel-led”, said Nwokorie. “I am excited to work alongside our leadership team, combining experienced Dr. Martens leaders and world-class talent from some of the most desired global brands. They will each play a significant role in helping us to deliver against our strategy and scale the business in the years ahead”.

* Germany, Austria and Switzerland

Image Credits: wwd.com

United Kingdom Companies Dr. Martens Footwear Management