VF Corporation has named Nic+Zoe CEO Susie Mulder as global brand president of its Timberland business.

Mulder will join the company on 5 April and will report to VF’s chairman, president and CEO Steve Rendle. She will also serve on VF’s executive leadership team.

In her new role, Mulder will be responsible for driving the Timberland brand’s core strategic priorities related to product diversification across footwear and apparel, and a consumer-led, retail-centric, digital-first approach. She will build on the brand’s new eco-innovation franchises while also ensuring continued success within the Timberland Pro business.

Mulder has been CEO at women’s wear brand Nic+Zoe since April 2012, guiding its continued revenue growth through expansion into new points of distribution in the US and internationally, and launched the brand’s direct-to-consumer efforts via e-commerce and its owned stores.

Before this she was a partner at global management consulting firm McKinsey & Company where she was a leader in the global retail and consumer goods practice for 15 years.

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Rendle says Mulder “brings a broad mix of experience in apparel, retail and consumer strategies, all of which is complemented by her strong leadership skills and passion for people and active lifestyles.”

Mulder will work closely with Martino Scabbia Guerrini, VF’s president of the EMEA region, to manage the transition of leadership. Scabbia Guerrini has served as the Timberland brand’s interim brand president for the past 14 months, in addition to his EMEA responsibilities.