Reebok has reached outside the fashion industry for its latest hire, naming former Crayola executive Melanie Boulden its new vice president of marketing. At Reebok, she will be charged with leading the brand’s global marketing strategy and execution and will report to Reebok president Matt O’Toole.
Boulden was most recently senior vice president of global marketing at Crayola, where she led the company’s marketing organization in the areas of consumer insights, product innovation, brand and portfolio management, marketing communication and creative services. She has also held senior marketing positions at Kraft Foods and Henkel.
O’Toole called Boulden “a proven leader and has been tremendously successful in driving impactful consumer-focused marketing strategies throughout her career. As we strive to be the best fitness brand in the world, Melanie will ensure that we deliver a premium consumer experience at every touchpoint.”
He said it is her “diverse background and variety of experiences from other industries that will bring new and innovative thinking to Reebok. This will be invaluable as we work to connect with more consumers and bring new innovations to the market.”
During her tenure at Crayola, the brand exceeded its worldwide sales and profit expectations and grew market share in nine product categories. She also rejiggered the brand’s historically television-focused media strategy to a more-balanced digital and content marketing-led plan.
Boulden said she has been a fan of Reebok for many years and admires its “long, rich heritage. What’s most exciting is that Reebok today is a brand with a truly inspirational message and purpose. It’s universal and resonates with millions of people around the world who are looking to live a fit and happy life. My focus is to ensure that we have the very best integrated marketing approach to reach as many consumers as we can with this powerful message.”