Apparel giant VF Corp has appointed Winnie Ma to the newly created role of president of Greater China as part of its efforts to strengthen and accelerate its business strategy in the Asia Pacific (APAC) region.
Ma will responsible for elevating VF’s business and brands in Mainland China, Hong Kong and Taiwan in addition to advancing the group’s stated strategy of growing its business in China. She will report to Kevin Bailey, executive vice president and group president, APAC and emerging brands.
“The Asia-Pacific Region, and China specifically, present tremendous growth opportunities for VF and our brands,” Bailey says. “Appointing a seasoned leader like Winnie with deep experience in China and understanding of the Chinese consumer will help us accelerate our growth strategy in this fast-paced, digitally-driven marketplace. Her experience in consumer behaviour, digital transformation and brand building with blue-chip multinational companies makes her an ideal leader for our China business.”
Ma joins VF following a ten-year career at Unilever, North Asia, where she most recently led the beauty and personal care category business. Prior to Unilever, Ma worked for The Coca-Cola Company for 12 years, holding several marketing positions.
Her appointment comes after VF said in June it would name its first president of Greater China in a move aimed at creating an organisational structure that will enable it to pursue growth opportunities in the market.
In a statement at the time, the parent of businesses including Vans, The North Face, Timberland and Dickies, said Greater China represents about 65% of its total business in the Asia Pacific region. VF expects that percentage to grow to nearly 80% by fiscal year 2024.
VF has approximately 2,000 employees across Mainland China.
Last week, the company revealed plans to open its first multi-brand store this autumn in a move that furthers its strategy to become more consumer-minded, retail-centric and hyper-digital.