Merrell Welcomes Richard McLeod as New Chief Marketing Officer to Lead Global Strategy

Merrell Welcomes Richard McLeod as Chief Marketing Officer

In a significant development for the outdoor footwear industry, Merrell has officially announced the appointment of Richard McLeod as its new Chief Marketing Officer. Announced on February 10, 2025, this strategic move aims to bolster the brand's global marketing efforts and elevate its presence within the outdoor and active lifestyle sectors.

Richard McLeod, who will report directly to Janice Tennant, Merrell's Global Brand President, brings over two decades of extensive experience in senior marketing roles across the industry. His prior experience as Vice President and Chief Marketing Officer at Champion saw him successfully spearheading initiatives that significantly enhanced the brand's market positioning. Additionally, during his tenure as Senior Vice President of Brand at Canada Goose, McLeod focused on brand evolution and growth, contributing to the company's esteemed status in the outdoor apparel market.

Janice Tennant expressed her confidence in McLeod's abilities, stating, "Rich is widely recognized as a consumer-obsessed leader and builder of talent with a track record of growing brands through strong consumer demand creation and retail execution. Rich's depth of experience will help position Merrell for long-term growth.” This statement underscores not only McLeod's reputation but also reflects the brand's ambition to build on its legacy in the outdoor footwear market.

In his new role at Merrell, McLeod is expected to leverage his extensive marketing expertise to create modern integrated marketing strategies that resonate with consumers and reinforce the brand's commitment to encouraging outdoor exploration. McLeod himself expressed his enthusiasm for joining Merrell, stating, "I am thrilled to join Merrell, a brand with a rich heritage and global impact. I look forward to developing world-class marketing strategies that inspire more people to embrace the outdoors, connect with the brand, and drive the brand's future growth."

Merrell prides itself on being a leader in outdoor active footwear, known for its iconic products such as the Moab hiking boot and Jungle Moc. The brand has consistently focused on merging performance, style, and comfort, ensuring that customers can confidently explore the great outdoors. Notably, Merrell was recognized as Footwear News' Brand of the Year in 2022 for its initiatives promoting diversity within outdoor recreation.

As McLeod embarks on this new chapter with Merrell, the outdoor community watches with anticipation to see how his leadership will further innovate the brand's offerings and amplify its message of inclusivity and sustainable outdoor enjoyment.

For more information on Merrell and its wide range of products, interested individuals can visit Merrell's official website and follow the brand on social media @Merrell. Serving as a division of Wolverine World Wide, Inc. (NYSE: WWW), Merrell continues to dedicate itself to fostering a love for the outdoors among diverse audiences while promoting a responsible outdoor lifestyle.

In light of McLeod's well-documented success and his consumer-driven approach, it appears that Merrell is strategically positioned for a vibrant future under his guidance, as it continues its mission to inspire adventure and encourage exploration in the great outdoors.