The former global creative leader of Timberland has been promoted to a newly created role at architecture, design and strategy firm Nelson Worldwide.
Bevan Bloemendaal, who joined Nelson last year as VP and retail practice leader, has been promoted to chief brand and creative officer. In this newly created role, he will lead the brand marketing, sales marketing, strategy & insights, digital experience, and brand identity and communications groups.
Prior to joining Nelson, Bloemendaal served as the VP of global retail experience and creative services at the Timberland Co. While at Timberland Co., he led the creative disciplines responsible for global store design, visual merchandising, art and copy, digital/e-commerce, and corporate events.
Bloemendaal’s promotion comes on the heels of a “pivot to practice” strategy launched two months ago that shifts Nelson’s organizational structure from a regional model to one led by each of its ten practices/platforms – Retail, Workplace, Mixed-Use, Industrial, Healthcare, Hospitality, Asset Strategy, and Civic, Community, Justice, and Education (CCJ&E), Global Solutions and Architectural Implementation.
“Bevan and I immediately connected on our shared vision of an organization led by strategy, insights, and purpose, and I look forward to working alongside him to evolve the brand while honoring its tradition and history,” said Nelson CEO John “Ozzie” Nelson Jr. “Bevan’s unique point of view and vision for the future of Nelson is in lock step with our purpose to boldly transform all dimensions of the human experience.”
Bloemendaal’s role will focus on creating brand unity and a transformative human experience, unifying leadership, shared services (HR, finance, legal, IT), and all practices and platforms.
“Today, we must be cultivators of change and provocateurs of expression, speaking directly to the heart and head of colleagues and customers fueling curiosity, making them feel alive, heard and special through unexpected distinct, delightful moments and curated experiences,” says Bloemendaal. “The degree to which we are successful in building our Nelson culture will directly translate to our ability to attract talent, strengthen partnerships, elevate design and curate human experiences that solve for present realities and future uncertainties.”