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After learning the news that Mandy Fry is headed to Volcom, I followed up with Volcom CEO Jason Steris to find out more about the strategy behind the hire.
Mandy is a well-regarded designer in the industry and helped lead the success of Billabong Girls for many years.
Her new title at Volcom is Vice President of Women’s, and she will be in charge of the overall creative direction for product and brand image.
Jason Steris: Mandy has the experience, vision and leadership in branding, product and execution. Having one person leading the vision for Volcom women’s is going to better align our teams around the world. She is an exciting addition to our team and I know everyone is looking forward to working with her.
Jason: In terms of a fresh approach, absolutely. Adding new talent to your team is always refreshing and needed. The goal for Volcom is to stay true to our DNA while evolving with today’s consumer and building great product and marketing stories. We see an opportunity to build an even stronger women’s business and hiring Mandy was an important part of the strategy.
Jason: Yes, there are some real bright spots out there right now and it feels like the women’s business in general is moving in a positive direction. It’s an important part of the business for our industry so it’s great to see things turning around.
See Page 2 for Volcom’s official press release about Mandy