The former head of VF’s Outdoors Coalition in the Americas will have responsibility for the company’s go-to-market strategy with chief revenue officer Charlie Maurath, chief product officer Kevin Eskridge, chief marketing officer Andy Donkin, chief supply chain officer Colin Browne and president of strategy Kevin Haley all reporting to him. Frisk most recently had been CEO of Aldo Group from 2014 until Apr. of this year when he was replaced by the founder’s son, David Bensadoun. He had been at VF for 10 years prior to that, leading Timberland before heading up the Outdoors Coalition in the Americas.

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