Columbia Sportswear makes several promotions for strategic corporate leadership alignment

By

Obi Anyanwu

Published
Jun 7, 2017

Columbia Sportswear announced on Tuesday a corporate realignment of its corporate leadership team as part of an on-going organizational assessment launched by the company in the first quarter of 2017.

 
First, Tim Boyle, who has served as CEO since 1988, will resume the role of President, which he held until 2015.
 
Second, effective July 1, 2017, Tom Cusick will be promoted to Executive Vice President and Chief Operating Officer; Franco Fogliato is named Executive Vice President, Americas General Manager; Joe Boyle is appointed to Executive Vice President, Columbia Brand President; Doug Morse is promoted to Senior Vice President, Emerging Brands and APAC; Matthieu Schegg will be promoted to Vice President, EMEA General Manager, and Peter Bragdon who has served as Executive Vice President, Chief Administrative Officer, General Counsel, and Secretary of the company since 2015, will assume oversight of the company’s international distributor business. All six executives will report to Boyle.

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14-year company veteran Cusick served as EVP of Finance and CFO since 2015, and he will continue to act as CFO and Treasurer until a successor is appointed.
 
Fogliato, who joined the company in 2013 and has served as the company’s Senior Vice President, General Manager of the EMEA region since 2016, will oversee the company’s wholesale and direct-to-consumer sales functions in North America in his new role.
 
SVP of Columbia Brand Merchandising and Design Boyle in his new role will be responsible for leading the creation of Columbia brand apparel, footwear, accessories, and equipment globally.
 
Morse, who joined the company in 1995, will direct the brand leaders at the company’s Mountain Hardwear, Prana and Sorel brands and will oversee the company’s businesses in Japan, China and Korea.
 
Schegg, the Director of Sales for Europe Direct, will oversee the company’s wholesale and direct-to-consumer sales functions in Europe, and Bragdon will expand his leadership of government affairs, external relations and corporate communications, in addition to his current responsibilities.
 
“We have established strong momentum behind our portfolio of dynamic brands,” said Boyle. “We are committed to being a brand-led, consumer-first organization with clarity in strategy and direction across brands, regions and channels. I am confident that the leadership structure we are announcing today will enhance our ability to successfully execute on our strategic plan and to further drive sustainable, profitable growth.”
 
The promotions come weeks after President and COO Bryan Timm stepped down from his role after 20 years with Columbia. Prior to his departure, the brand posted a 4% increase in first quarter sales, but a decrease in US domestic sales and Canada sales.
 
Columbia managed to beat estimates due to double-digit growth in Japan and the Latin America, the Pacific and Asia segment, as well as an 8% increase in EMEA region sales.