VF Corporation has appointed Nicole Otto to the position of Global Brand President, The North Face®. Otto joins VF following a successful 16-year career at Nike and will succeed Steve Murray, who is retiring and returning to the UK. The leadership transition will be effective June 2022. Otto will report to VF Chairman, President and CEO, Steve Rendle, and serve on VF’s Executive Leadership Team.

Otto most recently served as Vice President of Nike Direct North America from 2018 through May 2021. In this role, she oversaw Nike’s digital experiences and full fleet of inline and factory stores throughout the North America region. Otto was responsible for integrating the company’s physical and digital retail ecosystem to deliver online-to-offline services and experiences that forge deep connections with consumers. Under her leadership, Nike launched new flagship and Nike Live experiences in New York City and Los Angeles and began its expansion of owned retail across the U.S.

Otto’s appointment is part of VF’s succession plan in response to Steve Murray’s planned retirement this year. Murray was appointed Global Brand President, The North Face®, in September 2020. He previously served as Executive Vice President and Group President for VF’s Americas Region and earlier as President of VF’s Action Sports Coalition and Global Brand President of Vans®.