Southern Tide Hires Merchandiser, Marketing Director

Southern Tide, which named Chris Heyn as its new CEO late last month, has made two more executive appointments. Tyler North has been named director of merchandising and Kathryn Hilton is the new marketing manager.

North is a 12-year veteran of Abercrombie & Fitch where he was most recently senior merchandise manager for graphic T-shirts and men’s underwear. Southern Tide says he will be responsible for assortment planning, product development, sourcing strategies and developing the merchandising and design team.

Hilton comes to Southern Tide from Lacoste, where she had marketing and public relations roles. She has also worked with Michelin and the Atlanta Bread Company. She will lead Southern Tide’s marketing, public relations, e-commerce and brand ambassador program.

“As Southern Tide continues to expand, we knew it was vital to grow our team with seasoned marketing, and apparel professionals who have worked with well-known national brands and know exactly how to steer and manage our growth,” said Heyn. “Kathryn and Tyler’s addition does just that and we’re pleased to have them call Southern Tide home.”

Southern Tide was founded by Allen Stephenson in 2006 in Greenville, S.C.