Orvis Appoints Former Athleta Exec As First Chief Brand Experience Officer

Sporting goods retailer, Orvis, has tapped Athleta’s former chief marketing officer, Sheila Shekar Pollak, for the newly created role of chief brand experience officer.

Through her appointment, Pollak will lead efforts to grow the company’s awareness and customer base and scale the company across various omnichannel touchpoints.

“Orvis is a purpose-led company. For 165 years, we’ve led through our commitment to connecting our customers to the natural world and protecting the places and passions we share for future generations. Over the last decade, we’ve doubled down on our brand vision through an omnichannel approach, and we’ve tapped Sheila to work with our incredible team to continue delivering on our ethos. Her 20-year career growing and strengthening global, mission-driven brands made her a clear choice to elevate what Orvis stands for in the lives of our customers and partners across all touchpoints,” said Orvis President Simon Perkins, in a company statement.

Prior to joining Orvis, Pollak was most recently senior vice president and chief marketing officer at Biossance, a sustainable, eco-friendly skincare company. Before that, Pollak spent 16 years at Gap Inc. and its family of brands, including ten years at Athleta. During her time at Athleta as the company’s chief marketing officer, Pollak helped the brand achieve double-digit revenue and earnings growth. She also led the launch of the Power of She brand platform.

Pollack’s appointment follows Orvis’s hiring of former Gap executive and Nike vice president of global apparel, Reenie Benziger, who joined the brand as chief product officer in December 2020.

Orvis was originally founded in Manchester, Vermont, in 1856. Today, the brand operates more than 80 retail stores in the U.S and the U.K. and maintains a network of over 400 dealers globally.

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Originally published at https://retailbum.com on February 9, 2022.

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