Nike names Lauren Sherman as new digital marketing chief

Nike hires Lauren Sherman

Nike has appointed Lauren Sherman as its senior director of digital, based in New York.

The former head of marketing for brand growth business Red Antler has taken up the new role this week. She will lead the digital marketing for the sports apparel brand across its online presence such as Nike.com, its app, its running and training clubs and SNKRS as well.

Sherman had spent over a year at Red Antler in Brooklyn and was responsible for leading marketing efforts for brands such as Casper, Diageo, Brandless and Birchbox in addition to acting as chief marketing officer for pre-launch direct-to-consumer clients, helping them with strategic needs.

Sherman, who started her career with ZipCar in regional marketing, moved to TaskRabbit in San Francisco where she led expansion into 19 cities and the UK in London. She was then at delivery service Shyp as marketing chief for over two years, significantly growing the business.

Announcing the move on her Instagram feed, Sherman said: “I'm thrilled to be part of this iconic organization and to be doing work that promotes sport and supports athletes.”

Nike has also recently added Michelle Goad as senior director for Nike 1:1, the brand's evolving retail service relationship program based in conversational commerce. She will run the Nike Experts on Demand program which has been piloted on the Nike retail level.

Previous to joining the Beaverton, Oregon-based brand, Goad was chief executive officer and co-founder of PS Dept, a personal shopping startup that brought together artificial intelligence, chatbot technology and informed stylists. Prior to PS Dept, she was an executive at Marc Jacobs, worked on the shoe-buying team for Barneys New York and was a designer for Donna Karan Home.

The appointments are part of Nike's continued digital transformation that was outlined in the brand's recent investor day.

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