Carhartt, the Dearborn-based family-owned workwear brand founded 1889, announced the appointment of Susan Hennike as the company’s new chief brand officer (CBO).
Hennike brings more than 20 years of experience in global product marketing to Carhartt, throughout which she developed a track record of growing some of the world’s most well-known apparel brands. She will report to Linda Hubbard, Carhartt’s president and COO.
“Susan has an incredible reputation of growing emerging and established apparel brands across diverse audiences and reaching consumers creatively and authentically,” says Hubbard. “Her vision will help shape Carhartt’s future, improve the experience for all hardworking people and find new ways to reach those who have yet to experience Carhartt.”
As CBO, Hennike will lead the strategic development of multi-year brand strategies that position the company for sustained growth and profitability across matrixed business units. She will oversee and collaborate with product, brand and strategy (PBS) — a team of nearly 200 associates across creative, marketing, product, and R&D, among other workstreams.
Hennike joins Carhartt from Bombas where she led the evolution of the apparel brand’s multi-category strategy and vision as chief product officer. Prior to that, she spent 12 years at HANESBRANDS, where she emerged as president of Champion North America.
She earned a bachelor’s degree from Miami University in Ohio.