Nike reshuffles top marketing hierarchy

By

Olivier Guyot

Translated by
Nicola Mira

Published
Jan 19, 2018

Nike has chosen as its new Chief Marketing Officer a senior executive who has been involved in several of the group’s key business areas. Dutch executive Dirk-Jan van Hameren, who was appointed Vice-President and CMO on 18th January, has been working for nearly 25 years with the US sport group.

van Hameren was in charge of Nike's sportswear division until recently. "[van Hameren] and his team have completely redrawn Nike's sportswear business," the group stated in a press release, "establishing a strong connection with consumers through iconic models such as the Air Max and Air Force 1, as well as innovations like the Tech Fleece line. Under his leadership, the category's revenue has grown by three billion dollars," said Nike.

Before leading sportswear, van Hameren was part of the US giant's Western European senior executive team, and had also been in charge of the Nike ID project and of the brand's marketing initiatives and events globally. He now reports directly to Trevor Edwards, Nike's Brand President.

In another change at the top of Nike's marketing hierarchy, Greg Hoffmann was appointed Vice-President, Global Brand Creative and Marketing Innovation. In other words, he will be responsible for Nike's brand content and design. Hoffmann is another Swoosh veteran, having worked with the Beaverton-based group for more than 20 years.