Matt Puckett & Kristin Harrer

VF Corp Appoint Matt Puckett As New CFO & Vans Appoint Kristin Harrer As Global CMO

VF Corporation has announced that Matt Puckett will be succeeding Scott Roe as Chief Financial Officer, Matt will also fill the position of Executive Vice President. Alongside this, VF brand Vans has appointed Kristin Harrer as their new Global Chief Marketing Officer.

Press Release:
VF Corporation Appoints Matt Puckett as Chief Financial Officer & Vans Appoints Kristin Harrer as Global Chief Marketing Officer

Puckett succeeds Scott Roe who will retire from VF after 25 years.
Harrier, Former Dollar Shave Club CMO, brings extensive retail, branding and digital marketing leadership to  drive deeper, authentic consumer relationships and brand experiences for Vans

VF Corporation (NYSE: VFC), a global leader in branded lifestyle apparel, footwear, and accessories, today announced that it has appointed Matt Puckett to the position of Executive Vice President and Chief Financial Officer. He will report to VF’s CEO, Steve Rendle, and serve on the company’s Executive Leadership Team.

“I’m very pleased to announce Matt as VF’s next CFO,” said Rendle. “Matt’s VF career has given him a broad range of experience in all facets of financial management, and he deeply understands our company and financial model from his experience working within our brands, our business units, and across international markets. Matt is a clear example of VF’s robust succession planning approach and there’s no one more qualified than him to serve in the CFO position as we pursue the next phase of the VF growth strategy.”

Puckett, 47, recently marked his 20th anniversary with VF. He joined the company in 2001 as a Senior Accountant in the finance organization. In the following years Puckett held a series of finance roles with increasing responsibility, including being appointed in 2009 as CFO of VF’s Sportswear Coalition, which comprised the Nautica® and Kipling® brands.

Immediately following VF’s 2011 acquisition of the Timberland® brand, Puckett was appointed CFO of Timberland® and was integral in helping to guide the brand’s successful integration into VF. In 2015, he was named CFO of VF International, a role that took him to VF’s European headquarters in Stabio, Switzerland, where he was responsible for all aspects of financial management for VF’s business across the EMEA and Asia Pacific regions. Puckett returned to the U.S. in 2019 and has been serving as VF’s Vice President, Global Financial Planning & Analysis.

Puckett succeeds Scott Roe who announced his retirement from VF to pursue other opportunities. Roe spent 25 years with VF, the last six of which were in the CFO position.

“Scott has had a tremendous career at VF and his impact on our organization has been significant,” said Rendle. “Scott was instrumental in helping to build our international platforms during his time as CFO of VF International. He has overseen a number of VF’s acquisitions and divestitures and been a significant partner in helping to actively evolve our brand portfolio throughout his tenure. And importantly, Scott has enabled VF to consistently deliver on our commitments to shareholders and stakeholders, even during challenging times. Scott has worked closely with Matt over the last several years to ensure a smooth and natural transition. We will forever be grateful for his dedication and service.”

Roe will remain with VF through the end of May to close out the company’s fiscal year 2021. Puckett will assume the CFO position upon Roe’s departure from VF.

Vans, the global icon of creative expression, today announced that Kristin Harrer has joined the company as Global Chief Marketing Officer, effective today. As CMO, Kristin will lead the company’s global marketing and creative teams as Vans continues its brand purpose of empowering creative self-expression in youth culture across action sports, art, music and street culture.

“In addition to being an outstanding leader with a proven track record at other global brands, Kristin is a passionate and true brand expert in digital and direct to consumer experiences”, said Doug Palladini, Global Brand President at Vans. “As we continue to accelerate our digital transformative thinking, Kristin will spearhead our brand’s ability to connect with our global consumer base through the creation of meaningful and authentic consumer touchpoints.”

At Vans, Harrer will report directly to Doug Palladini, Global Brand President, and will be a key thought leader for Vans’ continued growth and strategic direction. With this, Harrer will be responsible for setting vision, strategy and driving global planning, creative development and execution for marketing across retail, brand and digital, with the overarching objective to ensure Vans’ ability to drive deep consumer connectivity, generate brand heat, and create demand for the brand with existing and potential fans around the world.

“It has long been my belief that the role of a CMO is to set a north-star vision for a brand’s future and to then empower, coach and support teams in forging a path to make that vision a reality,” said Kristin Harrer, the incoming Global Chief Marketing Officer at Vans. “The Vans brand has a deep history of being authentically engrained in local creative communities across the world. The dedication, thoughtfulness and creativity I am seeing from the Vans family worldwide has been truly inspiring and I look forward to helping to harness that energy as we continue to grow the Vans brand globally.”

Harrer joins Vans from Dollar Shave Club where she served as CMO leading core marketing functions including integrated go to market, creative, design, insights and media. Harrer brings over 20 years of experience leading marketing teams and leveraging data and insights to drive brand growth and innovation across leading consumer tech, sports and fitness brands including Samsung and Nike. Harrer has also been involved in Adweek’s Executive Mentor Program which connects senior-level marketers with some of the world’s top CMOs, CBOs, CEOs and more to help evolve the face of the C-Suite. She was also named to Forbes’ ‘CMO Next 2019: 50 Game-Changing Marketing Leaders’, a compilation of 50 CMOs who are redefining the CMO role.

Harrer holds a JD and MBA from University of Oregon and a B.A. from Washington University in Saint Louis. As a storyteller and a life-long competitive athlete, she is passionate about building and coaching high-performing teams and inspiring cross-functional leaders.

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