The Cypress, Calif.-based brand announced Monday that Doug Palladini, who has been with Vans since 2004, was appointed to the position effective immediately. Prior to his new role, Palladini served as the label’s VP and GM for its North American region.
“Over the course of his 12-year tenure, Doug has made significant contributions to Vans’ brand identity and business growth,” said Kevin Bailey, president of VF Corporation’s Action Sports, in a statement. “His remarkable leadership and deep connection to Vans’ heritage will serve him well as he shapes the future of the brand for our employees and consumers around the world.”
In his new role, Palladini will be in charge of Vans’ global strategy and lead its regional teams in developing local strategies to continue driving worldwide growth, according to the brand. He will also oversee global marketing and product, and is responsible for sales in the Americas.
“Vans immediately became a part of my life when I moved to California at age 6 and bought my first skateboard. … Now, in my 13th year as a Vans employee, to be in a position to lead this brand is a tremendous honor,” Palladini said in a statement. “I have learned that Vans has a truly remarkable ability to connect with people in a sincere and meaningful way, and I am humbled by the responsibility I have been given to harness and expand that energy.”
According to Vans, Palladini’s marketing work in helped transform Vans into a youth culture icon by employing action sports, art, music and street-culture project activations, and his local strategies for the U.S., Canada and Mexico accelerated the region’s growth to $2.2 billion in sales.