Royal Robbins Stocks New Talent in Global Management Positions
Additions to the leadership team will drive innovation and strong consumer connections globally
Royal Robbins today announced several new additions to the leadership team under new CEO Michael Millenacker in design, marketing, sourcing and international development.
“Since Vice President of Merchandising and Design Liz Braund and I joined the company last year, we have applied a proven brand building framework that has set us on an accelerated growth path, including building out a team of experienced marketplace leaders and key advisors like Aaron Carpenter,” said Millenacker. “We are excited to reinvigorate iconic rock climbers Royal and Liz Robbins’ beloved heritage apparel brand.”
Royal Robbins named Carpenter to its Board of Directors. Carpenter, the former vice president of global marketing at The North Face, has advised Millenacker on his digital, marketing, and branding initiatives since October 2015.
Millenacker served as Royal Robbins’ director of sales and marketing in the 1990s, reporting directly to Royal. In late 2015, he returned to the heritage brand after serving as president of Eagle Creek and vice president of sales at The North Face.
One of his first steps was to hire Liz Braund, who previously worked with Nike, The North Face and Oakley, to create performance-oriented designs more in line with the Robbins’ early designs: apparel that works as well on the trail as it does in everyday activities.
Joanne Steinbauer joins the brand as design director to help Braund build out innovative new apparel collections. Steinbauer, who is a dedicated Ironman triathlete and outdoors enthusiast, recently served as Athleta’s design director and has more than 20 years experience in performance and fashion apparel.
“I’ve long respected Royal Robbins’ rich heritage and loyal following,” said Steinbauer. “I am excited to work closely with Liz to create beautiful, versatile designs for work, travel and the outdoors.”
Royal Robbins also appointed Nicole Chabot director of international. She will work to re-strengthen Royal Robbins’ presence in Europe and Asia. Chabot previously served as general manager of international affairs for Timbuk2 and Mountain Hardwear.
The heritage apparel brand also welcomes Molly Chan back as its new director of production and sourcing in Royal Robbins’ Hong Kong office. This is Chan’s third stint with the brand, bringing more than 25 years of production management, sourcing and development experience.
Royal Robbins also promoted Stephen Sherrill, the former interim head of marketing, to director of marketing where he will focus on building and executing marketing and branding initiatives. Sherrill previously served as a senior policy advisor to Mayor Michael Bloomberg in New York City focusing on recycling and internet connectivity initiatives.
“We are excited to be welcoming such talented leaders to the Royal Robbins family,” says Millenacker. “They are an essential component to the our accelerated growth plans.”