Reebok has announced that Melanie Boulden will take on the role of vice president of marketing for the brand.
Boulden was most recently the senior vice president of global marketing at Crayola; there, she led the company’s marketing organization in consumer insight, product innovation, brand/portfolio management, creative services, and marketing communication.
During Boulden’s time at Crayola, the brand exceeded its worldwide sales and profit expectations and grew market share in nine product categories, according to SGB Media.
As the vice president of marketing at Reebok, Boulden will oversee and lead the brand’s global marketing strategy and execution. She will report directly to Reebok president Matt O’Toole.
“I am incredibly excited to be part of this amazing, iconic brand,” said Boulden in a statement. “Reebok has a long, rich heritage and has been a brand I’ve admired for many years. 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.”
“We are thrilled to welcome Melanie to the Reebok family,” said Matt O’Toole, Reebok president, in a statement. “Melanie also brings a diverse background and a 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.”
Boulden’s placement at Reebok was announced during one of the worst scandals in competitor Nike’s history. This week alone, four executives have exited Nike — including the vice president of footwear — amid an internal review brought on by complaints of a “boys club” culture at Nike. Additional executives were forced out when it was discovered that they protected male subordinates that engaged in behavior that was demeaning to fellow colleagues. You can learn more about that story by clicking here.