Merrell has named consumer packaged goods and media executive Pallav Tamaskar as its new chief marketing officer.
According to the outdoor brand, Tamaskar will be responsible for leading Merrell’s global marketing strategy, directing the creation of global integrated marketing campaigns, elevating full-funnel media planning, and driving cultural relevance through innovative product collaborations and brand-purpose programming.
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Janice Tennant, global brand president of Merrell, said in a statement that Tamaskar is an “innovative leader and talent builder,” with a strong track record of growing global brands and pioneering digital marketing strategies to accelerate consumer demand creation. “With his experience leading brands through transformation, Pallav will be instrumental in helping Merrell tell amazing stories to deliver engaging consumer experiences that accelerate demand creation and build brand love,” Tennant said.
Tamaskar joins Merrell from Myprotein (THG) North America, one of the world’s largest sports nutrition brands, where he most recently served as the EVP and managing director.
Prior to THG, he was an executive at ESPN, where he held multiple roles instilling category marketing tactics across ESPN Masterbrand and College Sports portfolio which helped to grow overall ratings and brand affinity. Tamaskar has also held numerous additional marketing roles, domestically and internationally, at PepsiCo and Procter & Gamble.
“As an avid outdoor participant, I am excited to bring my passion for marketing and consumer experiences to Merrell and be a part of the team that is helping to shape the future growth for the brand,” Tamaskar added.
Merrell’s newest executive appointment comes at a challenging time for the outdoor footwear brand’s parent company, Wolverine Worldwide.
In November, the Rockford, Mich.-based company reported sales in the third quarter fell 23.7 percent to $527.7 million versus $691.4 million the same time last year.
By brand, Sperry — which could soon be sold — faced the most hardship in the third quarter, with revenue falling 41.4 percent to $46.2 million. Merrell was down 24.3 percent to $157.0 million, while Saucony’s revenue dropped 14 percent to $116.4 million. The company’s namesake Wolverine brand dipped 4.7 percent in the period to $56.3 million. Sweaty Betty was the bright spot, seeing revenues increase 19 percent to $45.0 million.
Wolverine Worldwide’s EVP and CFO Mike Stornant said at the time that Merrell continues to “operate in a challenged outdoor category,” while the company’s Saucony and Sweaty Betty businesses have “stabilized” and are showing signs of improvement.
Last month’s earnings results came at the same time Wolverine Worldwide announced a new round of layoffs as part of a plan to deliver approximately $215 million of annualized savings in 2024.
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