Vans global brand president Doug Palladini

As Vans seeks to increase sales in new markets worldwide, VF Corp.’s skate brand has promoted Doug Palladini to global brand president.

In his new position, effective immediately, Palladini succeeds Kevin Bailey, who remains president of VF’s Action Sports Coalition, which includes Vans, Reef and Eagle Creek. Palladini is responsible for leading and managing the global strategic direction of the 50-year-old brand, while also enabling its regional teams to develop and deliver local strategies. He also oversees global marketing and product and maintains direct purview of sales in the Americas area.

Palladini has been immersed in the brand for the past 12 years. Since 2013, he has served as vice president and general manager of Vans’ North America region. In that capacity, he formed local initiatives for the U.S., Canada and Mexico, which helped the brand to surpass its sales targets early and hit $2.2 billion in revenue. He joined the Cypress, Calif.-based company in 2004 as head of its global marketing department. He’s also the author of “Vans: Off the Wall,” a collection of photographs and anecdotes published in 2009 that details the Southern California company’s history.

“Vans immediately became a part of my life when I moved to California at age six and bought my first skateboard,” Palladini said. “After college, working at action sports magazines, I got to know incredible Vans athletes such as Geoff Rowley and Jamie Lynn and the company itself, which led to a very personal connection with the brand early in my career.”

His appointment comes at a time when VF is reshaping for the future. Even though its outdoor and action sports category reported a 2 percent increase in sales in the second quarter, the company said last month that its total revenue grew less than 1 percent due to lackluster performance in the sportswear division. As a result, the group missed analysts’ targets for earnings per share. In June, VF also unloaded Seven For All Mankind, Splendid and Ella Moss to Delta Galil Industries in a bundle valued at $120 million. For perspective, VF acquired Seven alone for $775 million in 2007.

Vans views Palladini, a 30-year veteran of the action sports industry, as instrumental to its brand identity and business growth.

“His remarkable leadership and deep connection to Vans’ heritage will serve him well as he shapes the future of the brand for our employees and consumers around the world,” Bailey said.