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After Vans Global Brand President Kevin Bailey claimed that Vans lost its edge, some major changes are being made at the OC-based footwear company. Drieke Leenknegt has now been appointed to Global Chief Marketing Officer at Vans and is effective as of today, July 5, 2023.
The former Timberland CMO will be working with the marketing and creative teams at VF Corp., who also produces other fashion heavyweights like Supreme, North Face, Dickies, and more.
As Drieke joins Vans, I am excited by what her leadership and in-depth experience will bring to our brand and how that will complement and reinforce our overarching business objectives. Consumers know and love our brand, but it will be under Drieke’s purview as Global CMO that we’ll look to strengthen and deepen our connectivity with consumers everywhere to drive brand affinity.
– Kevin Bailey, Vans global brand president
Hailing from Belgium, Leenknegt brings more than 20 years of experience across marketing and communications as she previously served in leadership roles at Timberland and Nike. Earlier this year, VF Corp. reported that Vans sales declined in Q3 2023, earning $926.9 million, which is a 13% decline from the year prior. With the appointment of Leenknegt and other changes, Vans hopes to refocus and remain a force within footwear.
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