Hennike, who has more than 20 years of experience in global product marketing, will be taking on the role of chief brand officer at Carhartt.
In the role, Hennike will be focusing on leading multi-year brand strategies to position the company for sustained growth and profitability. She will be overseeing the product, brand, and strategy team of nearly 200 associates across several departments including creative, marketing, product, and R&D.
Hennike will be reporting to Carhartt’s president and chief operating officer, Lind Hubbard.
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Previously, Hennike led brand strategy at apparel brand Bombas as its chief product officer. She also spent 12 years at Hanes Brands and was president of Champion North America. During her time at Champion, Henniken led the team to double-digit growth, oversaw the development of the company’s DTC platform, and directed creative content at the brand. She also spent time at Victoria’s Secret, Nike, and Adidas International.
"Susan has an incredible reputation of growing emerging and established apparel brands across diverse audiences and reaching consumers creatively and authentically," said Hubbard. "Her vision will help shape Carhartt's future, improve the experience for all hardworking people and find new ways to reach those who have yet to experience Carhartt."