“In addition to being an outstanding leader with a proven track record at other global brands, Kristin is a passionate and true brand expert in digital and direct to consumer experiences”, commented Doug Palladini, Global Brand President at Vans. “As we continue to accelerate our digital transformative thinking, Kristin will spearhead our brand’s ability to connect with our global consumer base through the creation of meaningful and authentic consumer touchpoints”, he added

At Vans, Kristin Harrer will report directly to Doug Palladini, Global Brand President, and will be a key thought leader for Vans’ continued growth and strategic direction. With this, Harrer will be responsible for setting vision, strategy and driving global planning, creative development and execution for marketing across retail, brand and digital, with the overarching objective to ensure Vans’ ability to drive deep consumer connectivity, generate brand heat, and create demand for the brand with existing and potential fans around the world.

“It has long been my belief that the role of a CMO is to set a north-star vision for a brand’s future and to then empower, coach and support teams in forging a path to make that vision a reality,” said Kristin Harrer, the incoming Global Chief Marketing Officer at Vans.

Kristin Harrer joins Vans from Dollar Shave Club where she served as CMO leading core marketing functions including integrated go to market, creative, design, insights and media. Harrer brings over 20 years of experience leading marketing teams and leveraging data and insights to drive brand growth and innovation across leading consumer tech, sports and fitness brands including Samsung and Nike. Harrer holds a JD and MBA from University of Oregon and a B.A. from Washington University in Saint Louis.