NIKE has announced a series of senior leadership changes supporting the company’s Consumer Direct Acceleration (CDA). The CDA, announced in June 2020, is a ‘new digitally empowered phase of NIKE’s strategy to unlock long-term growth and profitability.’
‘Operational model changes to fully align against the CDA are expected to lead to a net loss of jobs across the company, resulting in pre-tax one-time employee termination costs of approximately $200 million to $250 million.’
NIKE adds that ‘the CDA will create a more premium, consistent and seamless consumer experience across NIKE’s owned and strategic partner ecosystem, align around a new simpler consumer construct and also unify investments in an end-to-end technology foundation to accelerate our digital transformation.’
To drive this focus, NIKE will streamline its organization, including its Corporate Leadership Team (CLT).
“We are announcing changes today to transform NIKE faster, accelerate against our biggest growth opportunities and extend our leadership position,” said John Donahoe, President & CEO at NIKE.
“Now is the right time to build on NIKE’s strengths and elevate a group of experienced, talented leaders who can help drive the next phase of our growth.”
‘A shift to a new, simpler consumer construct of Men’s, Women’s and Kids will allow NIKE to create product with deeper insights and drive even greater specialization through performance sport and sport lifestyle.’
Aligning against the new consumer-direct focus, Amy Montagne becomes VP/GM, Men’s. Whitney Malkiel becomes VP/GM, Women’s. McCallester Dowers becomes VP/GM, Kids. These leaders will report to Michael Spillane, who becomes President, Consumer Creation.
In the NIKE Brand’s geographic operating segments, NIKE announced new leaders in Europe, Middle East and Africa (EMEA) and in Asia Pacific and Latin America (APLA).
Carl Grebert becomes VP/GM, EMEA, succeeding Bert Hoyt, who will retire from NIKE later in 2020 after 22 years with the company. Sarah Mensah succeeds Grebert becoming VP/GM, APLA. Ann Hebert and Angela Dong will remain the VP/GMs, North America and Greater China geographies, respectively. All geography leaders report to Heidi O’Neill, President, Consumer and Marketplace.
Driving continued growth across the NIKE brand portfolio, Craig Williams, President, Jordan Brand, and G Scott Uzzell, President & CEO, Converse, join NIKE’s Executive Leadership Team reporting to John Donahoe.
