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March 10, 2021

Nike leadership changes to drive consumer-led strategy

US sporting giant Nike Inc has outlined senior leadership changes to continue the momentum of its Consumer Direct Acceleration (CDA).

By Beth Wright

US sporting giant Nike Inc has outlined senior leadership changes to continue the momentum of its Consumer Direct Acceleration (CDA).

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Under the changes, Sarah Mensah becomes vice president/general manager (VP/GM) of North America, while Amy Montagne has been VP/GM of APLA. Both geography leaders report to Heidi O’Neill, president, consumer and marketplace.

Mensah now leads all aspects of Nike’s North America geography, including direct, marketing, digital, sales, consumer construct and territories, among others. Mensah’s most recent role was VP/GM APLA and her prior experiences include VP/GM, Jordan brand, North America and VP/GM sportswear, APLA. She also served as senior vice president and COO for the NBA’s Portland Trailblazers before starting her career at Nike.

Montagne is responsible for continuing to drive brand and business momentum across Nike’s most diverse geography. Montagne is a 16-year veteran of Nike, whose prior roles include VP/GM, global merchandising, VP/GM, global women’s and VP/GM, global categories. She started her career in Nike’s North America business and worked for Gap, In., Mervyn’s and Walmart prior to joining the company.

“Sarah and Amy are two dynamic leaders, bringing deep experience and expertise to these important roles,” said O’Neill. “Sarah has continually demonstrated her ability to deliver strong results across our geographic and Jordan brand businesses and I look forward to her bringing those skills to the North America team. Amy’s breadth of experience across Nike’s global categories – including women’s – and most recently leading our Men’s consumer construct will be instrumental in leading future growth for APLA.”

Additionally, Aaron Cain is named VP/GM, men’s. Cain reports to Michael Spillane, president, consumer creation. 

As part of Nike’s recently announced shift to a simpler consumer construct, Cain will focus on creating product with deeper insights and driving even greater specialisation through performance sport and sport lifestyle for men’s. Cain began his career at Nike in 2004 and has held roles of increasing responsibility across four geographies including VP/GM, sportswear (NSW), Greater China; VP/GM of NSW EMEA; and most recently as VP/GM, men’s, North America. 

All roles are effective immediately.

Nike’s CDA was announced in June of last year. 

“The new ‘Consumer Direct Acceleration’ is the “digitally empowered phase of our Consumer Direct strategy”, and aims to create “a clear and connected digital marketplace…more closely aligned with what consumers want and need,” Nike president and CEO John Donahoe told analysts at the time

Last month, the company acquired data integration platform start-up Datalogue as part of its consumer-led digital transformation.

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Free Report
img

What are the key consumer trends driving FMCG in 2022?

The consumer landscape has permanently changed since the COVID-19 pandemic began, prompting trends to emerge or accelerate, causing subsequent macro-economic shifts. In order to stay relevant, Consumer Packaged Goods companies must stay abreast of these developments. It is here that GlobalData can offer valuable assistance. Download GlobalData’s Trendsights: Trends to Watch in 2022 report to:
  • Gain insight into the 12 most important trends across the FMCG value chain
  • See the consumer survey data that underpins these insights
  • Learn what early-movers are already doing in terms of NPD and product marketing
Take a look at this report to give yourself the best standing in this developing market.
by GlobalData
Enter your details here to receive your free Report.

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