Timberland hunts head of European marketing

Fashion brand Timberland is looking for a European marketing director after the departure of Pat Mitchinson, who had held the role for two years. Nigel Young, from the company’s European marketing team, will assume her duties temporarily.

It is not known whether Mitchinson has a job to go to. She joined Timberland in summer 2003 from Walt Disney Parks & Resorts, where she was director of marketing (MW July 24, 2003).

She was appointed to create a consistent marketing strategy across Europe, part of a general move by Timberland – then celebrating its 30th birthday – to establish a more unified global message.

Mitchinson replaced Sue Chidler, who left to join Levi-Strauss as retailer marketing director of Europe and is now European marketing director for the Levi’s brand.

Mitchinson also worked at Mothercare as marketing controller before leaving for Walt Disney Parks & Resorts in 2001.

Last year, Timberland decided to use agencies on a project basis for its $10m (&£5.5m) global advertising account, just two-and-a-half years after the brand centralised its advertising into one network, giving Fallon London and New York the shared worldwide creative business.

Fallon lost the business in early 2004 following the company’s decision to use agencies on a project basis.

The agency was hired by the chief marketing officer Frank Bifulco, a former Coca-Cola and Procter & Gamble marketer. However Bifulco left soon afterwards.


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