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Everlane, the DTC fashion brand launched in 2011 on the promise of “radical transparency” around pricing and production, has hired its first chief marketing officer.
Sophie Bambuck joins the brand from Nike, where she gained 13 years of experience in senior marketing roles. Most recently, she served as vp of global brand marketing for Nike Sportswear.
“Sophie is a breakout people leader, marketer and culture change agent,” Michael Preysman, Everlane CEO, told Adweek. “We are excited to have her join and lead the team to the next evolution of taking Everlane to a global iconic brand that can help create positive impact in the world.”
The appointment comes after a rough year for the brand. In December 2019, Everlane’s remote customer service team announced plans to unionize. By the end of March 2020, most of them had been laid off in what the company said were pandemic-related cost-saving measures, a move that caught the attention of Vermont Sen. Bernie Sanders, who criticized the company via Twitter. In July, The New York Times published a lengthy piece detailing allegations of racism and a negative work environment at Everlane.
Preysman acknowledged the company’s recent failures at Adweek’s Brandweek event last September. He outlined a commitment “to make the world a better place,” instituting the changes necessary to live up to Everlane’s mission of advancing transparency and equity.
As CMO, Bambuck will lead marketing and creative organization and oversee the strategic direction of the brand. She’ll be tasked with accelerating growth and fostering loyalty among Everlane’s customer base and report directly to Preysman.
Praising the company’s “rich DNA,” Bambuck told Adweek in an email that Everlane “has quickly become a leader within the fashion and environmental impact space over the past decade.”
“I look forward to increasing Everlane’s reach while keeping purpose and transparency at the forefront,” she said.
In addition to Bambuck’s appointment, Everlane is also bringing on Matt Gehring as its first general manager of ecommerce. Gehring most recently served as the svp of growth at DTC footwear brand Rothy’s.
