Ralph Lauren Corporation has created two executive positions as the company continues its turnaround efforts and to search for a new chief executive.
Ralph Lauren tapped Jonathan Bottomley to the newly created position of chief marketing officer, effective April 3. He will be responsible for evolving Ralph Lauren’s brand voice, leading the global marketing team and building cut-through marketing strategies across the company’s brands.
Most recently, Bottomley served as chief strategy officer of Virtue, a Vice Media Company. Prior to that, he was chief strategy officer and managing partner in the London headquarters of Bartle Bogle Hegarty, where he led strategic brand-building efforts for clients across the luxury and consumer lifestyle sectors.
In addition, Tom Mendenhall has been named brand president, Men’s Polo, Purple Label and Double RL. In this newly created role, all men’s brand functions will report into him, including design and merchandising, and he will be charged with maximizing brand strength to improve sales growth.
Mendenhall joins Ralph Lauren from Tom Ford International, where he served as COO for more than a decade, working alongside Tom Ford to build the brand from its inception. Prior to that, he was a senior VP at Abercrombie & Fitch.
“As we write our next chapter, we continue to add exceptionally strong leaders with the passion, energy, and talent to lead our company into the future,” stated Ralph Lauren. “Both Jonathan and Tom bring a fresh perspective and incredible depth of brand experience to Ralph Lauren. They each have impressive track records and we are looking forward to welcoming them into our leadership as our evolution continues.”
In February, the company announced that its CEO and president, Stefan Larsson, would step down on May 1, in what it described as a mutual agreement to part ways.