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08/15/2022

Kohl’s and Carhartt Beef Up Their Brands With Christie Raymond and Susan Hennike Appointments

Liz Dominguez
Managing Editor
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Kohl’s and Carhartt are both looking to strengthen their brand and marketing efforts through new leadership hires. Christie Raymond has been named Kohl's chief marketing officer while Carhartt tapped Susan Hennike as the company's new chief brand officer.

A veteran in the marketing industry, with more than 20 years of retail leadership experience in the field, Raymond will be leading the organization's overall marketing efforts, building on Kohl’s creative, loyalty, customer analytics, corporate communications, and philanthropic efforts. Raymond will also scale Kohl’s Media Network while driving customer engagement and accelerating customer traffic.

She will be reporting directly to CEO Michelle Gass. 

Raymond takes on the role after acting as the interim CMO since May 2022. She joined the company in 2017 as SVP of media and personalization, later being promoted to EVP of customer engagement, analytics, and insights in June 2020. Previously she held roles at The Walt Disney Company. 

"I'm thrilled to have Christie step into the role of chief marketing officer for Kohl's. She joined Kohl's several years ago bringing her tremendous experience and customer-driven leadership approach to the marketing organization," said Gass. "She has been an asset to our senior executive team and she will be instrumental in our continued path forward as we deliver great value, a compelling brand portfolio and an inviting omnichannel experience to our millions of customers nationwide."

Susan Hennike

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Hennike, who has more than 20 years of experience in global product marketing, will be taking on the role of chief brand officer at Carhartt. 

In the role, Hennike will be focusing on leading multi-year brand strategies to position the company for sustained growth and profitability. She will be overseeing the product, brand, and strategy team of nearly 200 associates across several departments including creative, marketing, product, and R&D. 

Hennike will be reporting to Carhartt’s president and chief operating officer, Lind Hubbard. 

[Read more: Carhartt Names Chad Cornstubble SVP of D2C]

Previously, Hennike led brand strategy at apparel brand Bombas as its chief product officer. She also spent 12 years at Hanes Brands and was president of Champion North America. During her time at Champion, Henniken led the team to double-digit growth, oversaw the development of the company’s DTC platform, and directed creative content at the brand. She also spent time at Victoria’s Secret, Nike, and Adidas International. 

"Susan has an incredible reputation of growing emerging and established apparel brands across diverse audiences and reaching consumers creatively and authentically," said 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."

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