Orvis appointed Sheila Shekar Pollak to the newly created role of chief brand experience officer.
Orvis is expanding its C-suite with a newly created role as it positions itself for future growth.
The venerable, 166-year-old outdoor retailer appointed Sheila Shekar Pollak as chief brand experience officer, effective Feb. 14.
Pollak was most recently senior VP and chief marketing officer at sustainable, eco-friendly skincare company Biossance. Prior to that, she spent 16 years within Gap Inc., including 10 years at Athleta. As chief marketing officer, Sheila led Athleta to double-digit revenue and earnings growth.
"Orvis is a purpose-led company,” said Orvis president Simon Perkins. “Over the last decade, we've doubled down on our brand vision through an omnichannel approach, and we've tapped Sheila to work with our incredible team to continue delivering on our ethos. Her 20-year career growing and strengthening global, mission-driven brands made her a clear choice to elevate what Orvis stands for in the lives of our customers and partners across all touchpoints.”
Pollak's arrival is the latest in executive-team hires at Orvis during the last two years. Fellow former Gap executive and Nike V.P. of global apparel Reenie Benziger joined Orvis as chief product officer in December 2020. Rebecca Jones assumed the chief people officer role in October 2021, having previously led global human resources strategy for European Wax Center.
Pollak will lead efforts to channel Orvis' brand values to grow the company's awareness and customer base, build community and future generations of conservationists, and further evolve meaningful storytelling and engagement across omnichannel touchpoints.
"This is an incredibly exciting time for Orvis,” said Pollack. “As the leader in the fly-fishing community and trusted guide to unforgettable outdoor adventures, we have the honor of enjoying relationships with our customers for decades if not generations. With outdoor participation at an all-time high and wellness and conservation being more important to people than ever before, we are well-positioned to create positive impact for our customers and all those seeking an inspired life outdoors for the next 165 years.”
Founded in 1856, Orvis, which pioneered the mail order industry in the United States, operates more than 80 retail stores in the U.S and the U.K., and maintains a network of over 400 dealers worldwide.