Activewear brand Vuori has named Carey Collins Krug as its new chief marketing officer, effective Monday, October 5. She replaces Karen Riley-Grant, who left the company in February.
Collins Krug joins Vuori from Abercrombie & Fitch, where she served as chief marketing officer, leading the brand repositioning, a digital-first transformation and pushing for cultural relevance with a new generation of consumers.
“Carey brings the kind of brand-building, consumer engagement and cross-functional marketing leadership that will be instrumental as Vuori enters its next chapter of growth,” said Joe Kudla, founder and CEO of Vuori, in a statement. “Her experience helping global lifestyle brands sharpen their storytelling and build deeper connections with consumers aligns closely with where we’re headed as we continue to scale.”
Prior to joining Abercrombie, Collins Krug held senior marketing roles at David Yurman, Ralph Lauren and Donna Karan International. In her new position, Collins Krug will lead the company’s global marketing, brand, creative, consumer engagement, digital, retail, wholesale and integrated marketing.
“Vuori has a rare combination of brand clarity, product strength and deep consumer connection,” said Collins Krug, in a statement. “The foundation is already there – a powerful brand and an engaged community. I am thrilled to build upon this momentum and scale globally with intentionality and consistency.”
