Columbia Sportswear Company announced a series of leadership changes executing transition plans, supporting the company’s omnichannel plans for digital growth and opportunities.
Thomas B. Cusick has announced its intention to withdraw from the company. In February 2021, Cusick will step down as Executive Vice President and Chief Operating Officer and move to a part-time position within the company, helping operational matters, including IT and chain of operations. procurement to ensure the optimization of these key strategic investments, until his retirement from the company in the second half of 2021. Cusick joined Columbia in September 2002 as financial controller and served as CFO from 2009 until ” in his last role of COO in 2017.
âTom has been a real source of leadership for the past 18 years. During his tenure at Columbia, Tom helped grow the company from around $ 800 million in net sales in 2002 to over $ 3 billion in 2019. He will be sorely missed, but we are grateful for the time and energy he has put into improving the business. to what it is today, âsaid Tim Boyle, Chairman, President and CEO.
Lisa A. Kulok, Senior Vice President, Global Supply Chain Operations and Manufacturing, will become Executive Vice President and Chief Supply Chain Officer. Jim A. Swanson, Senior Vice President and Chief Financial Officer, will become Executive Vice President and Chief Financial Officer, both reporting directly to Tim Boyle. Brent Beeson, Vice President, Apparel Manufacturing, will become Senior Vice President, Manufacturing, reporting directly to Kulok.
âI have worked closely with Lisa and Jim for many years and have complete confidence in their leadership abilities as we navigate the changes in our business model. I look forward to continuing to partner with them throughout the transition, âsaid Cusick.
In addition, the company made changes to its senior management organization to support the company’s omnichannel growth plans.
“Today we are announcing changes to capitalize on Columbia’s omnichannel growth potential by aligning our organizational structure globally to accelerate our business transformation with a focus on e-commerce and digital.” , Boyle said. âThe timing for change has never been better, and we see real opportunity with these changes. “
Franco Fogliato, Executive Vice President, General Manager Americas, will lead the company’s focus on the omnichannel experience by becoming Executive Vice President, Global Omni-Channel, overseeing all Columbia brand sales in direct markets to globally, supporting and building sales channel teams that will align to carry its brand message to all direct markets. As a result of this change, the Vice President and General Manager, EMEA, Matthew Schegg, will report directly to Fogliato, as well as to Senior VP, Asia Direct, Peter Rauch.
In addition to leading all direct markets, Fogliato will facilitate a close partnership between channel leaders to share best practices and support the global goals of the Columbia brand. To support the Columbia brand e-commerce strategies, Patricia higgins, VP eCommerce, will move to Senior VP, e-Commerce, reporting directly to Fogliato. Higgins will continue to directly manage e-commerce operations in North America while expanding its reach globally to provide strategic advice and best practices to improve the e-commerce business of the global Columbia brand. of the company.
âFranco has been instrumental in the growth in Europe and the United States, and I believe he will now be able to do so on a more global scale,â Boyle said.
The company is in the process of creating a new CIO position, who will report directly to Boyle. This role will also serve to replace the CIO position when Michael Hirt retires in April 2021. Additionally, the Columbia brand is seeking a CMO with a focus on improving marketing and social engagement in a digital marketplace. .
âThe leadership changes we are making today are aimed at accelerating the sustainable growth of the organization. We will continue to focus on our strategic priorities to drive global brand awareness and sales growth through increased and targeted investments in demand creation; improve customer experience and digital capabilities across all of our channels and geographies; expand and improve global direct-to-consumer operations with supporting processes and systems; and invest in our people and optimize our organization across our brand portfolio. We believe these changes will make Columbia stronger in the future, âBoyle said.
Photo courtesy of Columbia Sportswear