Nike has announced the appointment of Jane Ewing, a former Walmart executive, as its new chief commercial officer, starting on 7 September. Ewing’s appointment comes after the position was eliminated in December last year. According to a memo from CEO Elliott Hill, she will play a key role in enhancing integration and connections within the company.
Leadership Reshuffle at Nike
Ewing will oversee Nike’s global marketplace, focusing on sales and Nike Direct operations. She will report directly to Hill and will join the senior leadership team. Vice Presidents Erica Bullard (Global Sales), Shannon Glass (Nike Direct), and Gail Cornelius (Geographies and Marketplace Analytics) will report to Ewing.
Her 14-year tenure at Walmart included roles in merchandising, digital, and international operations. Most recently, she served as interim CEO for Sam’s Club China. Ewing has also led one of the major global divisions at beverage company Diageo PLC.
Continuing Changes Under CEO Elliott Hill
This leadership change follows the recent appointment of David Denton as Nike’s new CFO. Elliott Hill, who took over leadership almost two years after retiring, is actively reshaping the company’s executive team. The re-introduction of the chief commercial officer role underscores the retailer’s plans to refocus on its marketplace activities.
Under previous CEO John Donahoe, Nike heavily invested in its DTC business, which has since been scaled back. Notably, Nike Live stores were closed and rebranded to Nike Well Collective. Ewing’s new role will concentrate on accelerating wholesale and DTC growth, and strengthening links between products, brands, and distribution channels.
Hill emphasized that Ewing’s position is critical to reinvigorating Nike’s market approach. He stated the aim is to foster a more interconnected marketplace, improve consumer experiences, and open global growth opportunities. Despite some signs of stability, Nike’s revenue dropped by 1% in the last quarter, and the company adjusted its guidance due to slowing consumer trends since mid-April.
Challenges and Strategic Adjustments
Nike is currently addressing challenges, including rebalancing its major footwear franchises and repairing wholesale relationships impacted by its earlier DTC-driven strategy. The company is also managing issues within its China and Converse divisions. Recently, Nike announced a new strategy to streamline its online presence in China and appointed regional leadership earlier this year.
The Converse brand saw a significant 32% revenue decline in the last quarter, leading to speculation about its future. This decline is part of a broader series of leadership changes initiated by Hill last year.
Reporting based on coverage first published by retaildive.com.