VF-owned Dickies names new vice president of global marketing
The US-based workwear brand, owned by VF Corp, has appointed Denise Anderson as its new vice president of global marketing. She joins the brand from Smartwool, also part of the same company
Anderson, who brings 20 years of marketing experience to the brand, “has a track record of evolving and modernizing consumer communication”, according to a press release sent to Fashion Dive.
Before spending nine years in marketing roles at Smartwool, including marketing director and head of global marketing creative, she worked at outdoor performance brand GoLite, equipment manufacturer Peak Pilates and technology company AltaVista.
Her appointment comes at a critical time for Dickies, which recorded a revenue decline of 16% when VF released its third quarter earnings results earlier this month.
In her new role, she is expected to help the brand, known for its craftsmanship, durability and quality, “return to its roots”. Denise Anderson will “bring her deep expertise in marketing to the brand as it enters its next chapter” says the brand.
Image Credits: fashionnetwork.com
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