Fashion brand Timberland Europe has appointed former Walt Disney Parks & Resorts director of marketing Pat Mitchinson as its European marketing director.
Mitchinson replaces Sue Chidler, who left in February to join Levi-Strauss as retailer marketing director for Europe. Mitchinson left Disney last week but will not take up her role at Timberland until August. She will report to Timberland European vice-president Richard O’Rourke.
Mitchinson has been appointed to create a consistent marketing strategy across Europe. It is part of a general move by Timberland, which is 30 years old this year, to introduce a more unified message across its global portfolio. Earlier this year, it unveiled its international brand positioning under the strapline “Seek Out”.
Timberland’s creative agency is Fallon, but the company appointed Liquid Communications to develop a below-the-line campaign to promote its 30th birthday.
Mitchinson joined Walt Disney Parks & Resorts as marketing director for Europe, Middle East and Africa from Mothercare, where she was marketing controller, in 2001.
She was appointed as director for marketing for the enlarged group when Disneyland Resorts Paris was integrated with the parks and resorts division in 2002 (MW April 11, 2002).