The North Face has a new general manager.

VF Corp. has shifted around some executives within its outdoor and action sports division, naming Travis Campbell vice president and general manager of The North Face, Americas.

Succeeding him as president of the company’s Smartwool brand is Jennifer McLaren, who most recently served as chief financial officer of the Colorado-based Merino wool brand. She is also the first female to be named to a president’s post within that division, according to the company.

At The North Face, Campbell will be responsible for providing leadership and vision for the brand’s Americas business by creating and executing growth strategies in sales, direct-to-consumer initiatives and merchandising. He will also play an important role in establishing the Americas Region Leadership Team and work on the regional activation of the global brand vision and strategy. He reports to Arne Arens, global president of The North Face.

“During his tenure with VF, Travis has demonstrated strong leadership and an ability to guide an organization toward the achievement of long-term business objectives,” said Scott Baxter, VF’s group president of Americas West. “His deep experience in the outdoor industry and personal passion for the outdoors, combined with his proven track record of business leadership, make him the ideal person to oversee the Americas region for The North Face brand.”

Prior to VF, Campbell was president and chief executive officer of Far Bank Enterprises, a manufacturer and distributor of fly-fishing products and owner of the Sage, Redington and Rio brands. He also held various positions at Deloitte Consulting and Andersen Consulting.

McLaren has been with VF since 2011, when VF acquired the Smartwool and Timberland brands. At that time, she was named cfo of Smartwool. Before that, she had been cfo of North America for Timberland, a brand she had joined in 2003 in the global financial planning and analysis organization. Previously, McLaren held several positions at Arthur Andersen and Softbank Capital.

“Jen is a multidimensional leader who understands all facets of business and knows how to partner with her fellow leaders to bring a coordinated strategy to life,” said Baxter. “She also knows the Smartwool brand inside and out and has a passion for purpose-led businesses, all of which positions her to propel the brand in the years ahead.”

Campbell will relocate to VF’s Outdoor Campus in Alameda, Calif., while McLaren will continue to be based at the Smartwool headquarters in Steamboat Springs, Colo.

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