Carhartt appointed Norma Delaney as the company’s vice president of brand marketing and creative, according to a press release Monday.
Delaney most recently worked for apparel manufacturer johnnie-O as its chief marketing officer, according to the release. She also worked as global vice president of brand and U.S. marketing for Deckers-owned Hoka. Her career also included stints at New Balance, Adidas and Sperry, per the release.
She will report to Carhartt Chief Brand Officer Susan Hennike and “play a critical role in shaping Carhartt’s image and brand recognition,” per the release.
“Norma has extensive leadership experience and a proven ability to elevate global brands through creative storytelling and strategic amplification,” Hennike said in the release. “We look forward to her contributions to reinforce our commitment to serve and protect all hardworking people, while introducing the next generation to durable workwear they can count on to make their own histories.”
In her new role, Delaney will be responsible for Carhartt’s executive marketing and creative strategies, overseeing media planning, brand management, public relations, digital marketing and marketing analytics.
She will additionally be responsible for shaping the company’s image and expanding its customer base.
Workwear brand Carhartt was founded in 1889 and is privately owned by the family of its founder, Hamilton Carhartt. In recent years, the company’s clothing has become a fashion fixture worn by celebrities and other fashion figures.
In July, the company announced it was beginning to use “responsibly sourced and preferred cotton” through the Textile Exchange, and additionally partnered with U.S. Cotton Trust Protocol and Better Cotton.
Last year, Carhartt expanded its resale program to allow for mail-in trades.
