Richard McLeod
Montclair,United States
Summary
Dynamic senior-level business professional with 25 years of extensive experience in global sales, lifestyle marketing, and general management. Proven track record of achieving sales and profitability targets while developing award-winning integrated marketing campaigns and cultivating high-performing teams. Expertise includes a diverse range of companies, brands, and business units at various stages of growth, including startups, established enterprises, and turnaround situations. Committed to driving strategic initiatives that enhance market presence and foster sustainable growth.
Overview
23
23
years of professional experience
Work History
Global CMO, Merrell
Wolverine World Wide
NJ | MI
01.2025 - Current
- As Global Chief Marketing Officer for Merrell, I oversee all facets of brand marketing, strategy, creative, and
communications for the world’s #1 hike brand. Leading a global team across strategy, creative, digital, and
regional marketing, my focus is on accelerating consumer demand, building brand heat and cultural relevance, and driving long-term, sustainable growth. - Led the creation of Merrell’s 5-year strategic roadmap, aligning brand, product, and marketplace priorities to
achieve $1B+ growth. - Established multi-year partnerships and cultural platforms including the Skyrunner World Series, Merrell City Edition, and collaborations with brands such as GANNI, Dime, and Lonely Ghost to broaden Merrell’s cultural reach.
- Built a global creative ecosystem driving consistency in storytelling across retail, digital, media and experiential
touchpoints. - Oversaw brand positioning initiatives, strengthening brand identity in competitive markets.
- Launched internal brand transformation programs that strengthened employee engagement
- Developed and implemented comprehensive marketing strategies to enhance brand visibility and market share.
- Managed annual marketing budget, ensuring efficient allocation of resources for maximum ROI across key regions (US, EMEA, APAC)
Global CMO, Champion
HanesBrands
New York City
12.2023 - 11.2024
- As a member of the executive leadership team, I played a pivotal role in the successful sale of Champion to Authentic Brands Group for $1.2 billion. I was directly responsible for several key strategies, including driving the brand's global marketing strategy, spearheading the development and execution of a comprehensive global brand campaign that resonated across diverse markets, and securing several robust global media partnerships. By transforming our full-funnel process and structure, I significantly maximized direct-to-consumer (DTC) growth. Additionally, I launched several high-impact product and marketing initiatives each supported by meticulously crafted integrated marketing plans that bolstered Champion's market presence and appeal.
- Oversee a team of more than 30 marketing professionals, managing all facets of marketing operations.
- Responsible for developing, executing global go-to-market strategies for both consumer and wholesale segments.
- Managing approximately $70 million in global marketing funds to generate $1.8 billion in top-line sales revenue.
SVP, Brand
Canada Goose
New York City
12.2022 - 12.2023
- As the Senior Vice President of Brand Marketing I am responsible for building Canada Goose’s global reputation as a leading lifestyle brand. Through leadership of the teams and close cross-functional collaboration, I lead the development of all brand marketing initiatives in collaboration with regional marketing teams as well as Strategy, Sales, Product, and Corporate Communications.
- Develop annual marketing plans aligned to the long term brand vision, corporate priorities, and seasonal initiatives in collaboration with Marketing leadership and cross-functional Leadership teams.
- Responsible for driving DTC growth (+12%) through full funnel, integrated strategies
- Oversee and guide five direct reports and their respective teams, totaling 47 members, fostering a work environment that cultivates passion, dedication, commercial acumen, efficiency, and high performance.
- Ensure product and brand positioning are integrated and reflected across all consumer touch-points and sales channels.
VP/GM Foot Locker, Canada
Foot Locker, Inc
New York City
11.2020 - 08.2022
- Responsible for leading and managing the Foot Locker Canadian division to deliver high quality business strategies and plans ensuring their alignment with short-term and long-term objectives including Sales, Profit and ROI.
- Successfully delivered omni channel sale growth +6% to plan (2020/21)
- Achieved Direct-to-Consumer (DTC) sales of $120 million in 2020, surpassing the target by 60%.
- Coached and developed team members, resulting in 15 career advancements in 2020/2021, including promotions, transfers, and new assignments.
- Footlocker Canada recognized by Forbes as one of the best place’s to work in Canada
VP Brand Marketing, Digital & E-commerce
Foot Locker, Inc
New York City, N.A
01.2019 - 11.2020
- Responsible for the development, implementation, and evaluation of 3-year strategic plan across men’s, women’s, and kids business units
- Manage circa $60M omni-channel marketing budget to support $2.6B top line sales revenue
- Utilizing a full-funnel strategy to expand an E-commerce business from approximately $400 million to $800 million in 2020.
- Built managed and coach a high performing team of 30
- Collaborated with key brand partners, such as Nike, Adidas, Puma, and New Balance, to develop marketing initiatives that enhance consumer engagement and increase brand sell-through.
Director Marketing, Hennessy VSOP
Moet Hennessy USA
New York City
10.2015 - 01.2019
- Brand lead for the development of 3-year strategic plans for Hennessy V.S.O.P Privilege in line with global vision and goals.
- Leveraged LVMH’s “luxury brand studio” marketing model (1. brand building + salience, 2. advocacy, 3.communications, 4. luxury at point of purchase) to create strategy, development and implementation of all Hennessy VSOP programs inclusive of ATL communications/media strategy, PR, experiential, digital, sponsorship, below the line activation’s & media strategy.
- Fiscally responsible for managing budget of $25M+
Brand Directo, North American Whiskey
Pernod Ricard (USA)
New York City
01.2013 - 10.2015
- Responsible for the development, execution and evaluation of 3-year strategic plan of Wisers, North American Whiskey
- Developed Global GTM strategy for Ultra Premium Irish Whiskey portfolio
- Responsible for day to day management of all strategic agency partners
- Responsible for A&P budget of $25M
Brand Director, D’USSE Cognac
Bacardi USA
Miami
09.2012 - 01.2013
- A member of the steering committee responsible for negotiations of the joint venture brand, (D’USSE Cognac) with Jay-Z & Roc Nation.
- Led innovation process inclusive of sourcing, liquid development, pricing & packaging
- Led the creation of a five-year strategic plan, including a roll-out plan for the launch year.
Various
Bacardi USA | Bacardi UK
Miami | London
03.2003 - 09.2012
- 2009 - 2012 - Brand Director, Bombay Sapphire Gin (US)
- Led brand strategy development & execution for Bombay Sapphire Gin portfolio
- Launched first ever line extension, Bombay Sapphire East
- Grew Bombay Sapphire Gin to 1M cases
- 2008 - 2009 - Brand Manager, Grey Goose Vodka (US)
- Responsible for identifying, executing & measuring strategic sponsorships & partnerships across art, fashion, sport, food & film
- 2005-2008 - Experiential brand lead, Bacardi (UK)
- Developed the regional expansion strategy for Bacardi’s brand owned, experiential platform (Bacardi, B-Live)
- A member of the global, experiential steering committee
- 2003 - 2005 - Key account executive, Bacardi (UK)
- Responsible for key account sales of Bacardi portfolio in NW London
- Salesperson of the year 2003 & 2004
Education
Sports science & business management
Brunel University Uxbridge
City of London07.2000
Skills
- Leadership Skills
- Marketing Strategy
- Brand Management
- Creativity & Innovation
- Flexibility and Adaptability
- E-commerce
- Budget Management
- Partnership development
- Positioning
Affiliations
- Jan 2025 — Present
- Big Brothers Big Sisters
Timeline
Global CMO, Merrell
Wolverine World Wide
01.2025 - Current
Global CMO, Champion
HanesBrands
12.2023 - 11.2024
SVP, Brand
Canada Goose
12.2022 - 12.2023
VP/GM Foot Locker, Canada
Foot Locker, Inc
11.2020 - 08.2022
VP Brand Marketing, Digital & E-commerce
Foot Locker, Inc
01.2019 - 11.2020
Director Marketing, Hennessy VSOP
Moet Hennessy USA
10.2015 - 01.2019
Brand Directo, North American Whiskey
Pernod Ricard (USA)
01.2013 - 10.2015
Brand Director, D’USSE Cognac
Bacardi USA
09.2012 - 01.2013
Various
Bacardi USA | Bacardi UK
03.2003 - 09.2012
Sports science & business management
Brunel University Uxbridge