Merrell CMO Wins Advertising Chief of the 12 months Award

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Merrell chief advertising officer Janice Tennant has been named a Advertising Chief of the 12 months by the Ladies in Content material Advertising Awards (WICMA) for her work bringing extra inclusion and variety to the footwear model’s outreach.

Tennant is considered one of six girls to be honored with the excellence this yr, which is offered by Masthead Media and the Content material Advertising Institute. The Advertising Chief of the 12 months was established to “acknowledge the excellent work of inspiring and completed innovators, spotlighting particular achievements made by girls.”

“It’s energizing to be acknowledged amongst such distinctive expertise throughout the ever-changing content material advertising panorama, and I’m humbled to know the impression our mixed efforts have,” Tennant stated in an announcement launched by Merrell. “My dream for the Merrell model is to construct the subsequent technology of outside lovers, and an award like this solidifies the work we’re doing.”

The WICMA cited Tennant’s management in making a social accountability job power at Merrell and selling range and social justice each inside Merrell and the better out of doors trade. Merrell’s Extra Much less marketing campaign, which Tennant developed, promotes girls’s well being by getting exterior.

The award additionally credit Tennant with strengthening Merrell’s digital and direct-to-consumer methods. Her efforts have gotten the model on a path to double Merrell’s on-line gross sales inside a yr.

Tennant joined Merrell as CMO in 2020 after a earlier place as CMO of CAT Footwear. In 1996, she graduated from Queen’s College in Toronto with twin levels in well being training and psychology, and earned her MBA in 2001 from the UNC Kenan-Flagler Enterprise Faculty on the College of North Carolina, Chapel Hill.

In a 2020 interview with OBJ, Tennant outlined her philosophy for active-lifestyle companies, saying it’s vital for manufacturers to have a good time and promote all varieties of out of doors actions.

“There are lots of people who embrace the outside by household tenting, walks within the woods—all these actions we generally ignore as a result of they’re not as excessive because the others,” she stated. “That sort of participant is simply as vital.”

She additionally stated advertising is important to increasing inclusivity all through the trade.

“If you consider different storytelling media—movie, TV, novels, and so forth—these have confirmed that illustration of various kinds of folks can form the minds and attitudes of society,” Tennant stated. “For me, as I take into consideration our trade, it’s vital to ensure we’re constructing inclusive narratives into our advertising plans and telling tales about every kind of individuals. If we do this, now we have the power to welcome everybody into out of doors areas by making them really feel actually invited.”

Merrell is owned by Wolverine Worldwide, Inc. (NYSE: WWW).