by Brian Lipton

VF Corporation has announced the appointment of Travis Campbell to the position of Vice President, General Manager, The North Face, Americas. Campbell most recently served as President of VF’s Smartwell brand; Jennifer McLaren, who served as CFO of that brand, will succeed Campbell as President.

In his new role, Campbell will be responsible for providing leadership and vision for the brand’s Americas business by creating and executing growth strategies in sales, direct-to-consumer and merchandising. He will also play an important role in establishing the Americas Region Leadership Team and ensuring the successful regional activation of the global brand vision and strategy. Campbell will report to Arne Arens, Global President, The North Face.

“During his tenure with VF, Travis has demonstrated strong leadership and an ability to guide an organization toward the achievement of long-term business objectives,” said Scott Baxter, VF’s Group President, Americas West. “His deep experience in the outdoor industry and personal passion for the outdoors, combined with his proven track record of business leadership make him the ideal person to oversee the Americas region for our iconic The North Face brand.”

Speaking about McLaren, Baxter said: “Jen is a multi-dimensional leader who understands all facets of business and knows how to partner with her fellow leaders to bring a coordinated strategy to life She also knows the brand inside and out and has a passion for purpose-led businesses, all of which positions her to propel the brand in the years ahead.”