Nike Shakes Up Senior Leadership as it Seeks to Drive Growth and Integration

Nike has made two senior leadership promotions aimed at helping the brand build on its current momentum while driving deeper integration across the business. The retailer will promote Heidi O’Neill to the role of President, Consumer, Product and Brand, and Craig Williams to President, Geographies and Marketplace. Additionally, two C-level leaders will take on new responsibilities to support the new structure.

O’Neill, a 24-year Nike veteran, currently serves as President, Consumer and Marketplace, where she led marketplace and four geographic operating regions. In her new role she will lead Nike’s global product engine and integrate its brand marketing storytelling to help the company build deeper relationships and engagement. O’Neill’s previous roles at the company include President, Nike Direct, where she was tasked with accelerating Nike’s retail and digital commerce business. O’Neill also is responsible for creating and leading the Nike Women’s business.

Williams, who currently serves as President, Jordan Brand, will now lead Nike’s four geographies and its marketplace across its direct and wholesale businesses. In addition, Williams will lead Nike’s Supply Chain and Logistics team. Since he joined the company in 2019, Williams has led Jordan Brand through unprecedented growth, doubling its revenue. His prior experience includes decades of enterprise experience building global brands and creating deep consumer relationships.

Other promotions include Sarah Mensah, VP/GM, North America, who will become President, Jordan Brand; and Scott Uzzell, CEO, Converse, will become VP/GM, North America.

Additionally, COO Andy Campion will take on a new leadership role as Managing Director, Strategic Business Ventures. In this position, Campion will work closely with President and CEO John Donahoe to identify and pursue new business opportunities, and he will oversee Nike Virtual Studios (NVS) and lead teams across Nike’s World Headquarters and Los Angeles-based offices. Nike’s virtual efforts include .SWOOSH, a Web3 platform where athletes, creators and shoppers can collect items like virtual shoes and jerseys.

Matthew Friend, EVP and CFO at Nike, will expand his responsibilities to include procurement, global places and services and demand and supply management.

“We’re driving even greater focus and integration across our business and teams through these changes, doubling down on what Nike does best: seamlessly serving athletes with compelling product,” said Donahoe in a statement. “Our brand momentum is strong, our innovation pipeline is unmatched, and our strategy is working. What continues to be clear is that there’s so much more potential ahead of us.”