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Nike appoints new leader for its direct business

BY Deena M. Amato-McCoy

Nike has promoted a company veteran to oversee all of the brand’s digital initiatives.

Heidi O’Neill has been named president of Nike Direct, effective immediately. This will be in addition to her current role as president of direct to consumer, where she oversees Nike’s physical retail stores and nike.com. She will report to Elliott Hill, president, consumer and marketplace.

In her new role, O’Neill will be responsible for all Nike digital products, services and member experiences, as well as “lead Nike Direct through the next transformative and digitally-led era,” Hill said.

O’Neill, a 20-year Nike veteran, has held senior management roles across the company, including her current role. She has also held positions of increasing responsibility, including VP of U.S. apparel; VP, general manager of global Nike women’s category, and VP, general manager of Nike stores globally. She began her career at Nike as a marketing director in apparel.

Prior to joining Nike, O’Neill held roles at Levi Strauss & Co., and Foote Cone & Belding in San Francisco. O’Neill is a founding board member of the Nike School Innovation Fund, a current member of the Board of Directors for Spotify, and is a former director of the Skullcandy Board of Directors.

Adam Sussman, previously Nike’s chief digital officer, also will assume an expanded role to become VP, general manager Nike Direct digital and geographies. Sussman will continue to oversee Nike digital and the consumer vision for digital products, experiences, services and capabilities across the marketplace, while taking on management responsibility of the four key Nike direct geographies. Sussman will report to O’Neill.

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