Dr Martens has appointed Carla Murphy as its new chief brand officer as it looks to strengthen its global brand strategy.
Murphy joins from Adidas, where she most recently served as global SVP and GM for adidas outdoor, overseeing the brand’s Terrex and Five Ten lines.
In her new role, she will lead the bootmaker‘s global brand organisation, including its product, strategy, marketing, and sustainability divisions.
She will report to Dr Martens CEO Ije Nwokorie – who previously held the CBO role – and become part of the company’s global leadership team.
Murphy brings over 20 years’ experience in brand building and product leadership across lifestyle and performance footwear and apparel, having previously worked at Icebreaker, VF Corporation, and several Amer Sports brands including Salomon and Arc’teryx.
She will assume her new role on 1 July 2025 and will be based in London.
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“Dr Martens is an incredibly iconic brand, steeped in decades of creativity, individualism and self-expression,” Murphy said. “It has cultivated a passionate community and a devoted loyal consumer base, which I have long admired.
“Joining the team and the brand at this moment is incredibly exciting, the ambition and energy is high, and there is a tremendous opportunity in this next chapter to break new ground and connect with an even wider audience in a truly meaningful and culturally relevant way. I can’t wait to get started.”
Nwokorie said: “Our brand is our most important asset, and I’m thrilled that Carla is joining to lead the brand organisation. Carla is an exceptional leader with a proven track record for using bold storytelling and fearless creativity to drive growth for world-renowned brands, and she will do amazing work with our immensely talented brand and creative teams. Every one of us in the leadership team is looking forward to her partnership.”
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