In a move to bolster its executive team overseeing an ambitious expansion, Vans has named Fara Howard, a former marketer at Dell and PepsiCo, as global vice president of marketing. Howard succeeds Doug Palladini, who was promoted to vice president and general manager of the Americas region last year, at the VF Corp.-owned action sports division based in Cypress, Calif. She reports to Kevin Bailey, who was recently promoted to coalition president for Action Sports Americas at VF. She joins Vans at a time when it’s striving to reach $2.9 billion in sales by 2017.
At Dell, Howard led the marketing for the computer maker’s $4.7 billion North America consumer and small business division and established an in-house creative agency and 200-person interactive design group. Prior, she worked on PepsiCo’s Gatorade brand and launched the X-Factor subbrand.
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