VF Corp. announces EMEA leadership changes

By

Jennifer Braun

Published
May 10, 2023

VF Corp. announced on Wednesday the promotion of Andreas Olsson to the role of vice president sales, Vans, in the EMEA region. 

Previously general manager of Dickies EMEA, Olsson will lead the Vans sales organization and execute the wholesales strategy across all market channels and categories in EMEA, and will report directly to the VP/general manager of Vans EMEA, Michel Bilodeau. 

Olsson joined VF in 2009 as a key account manager at The North Face and went on to join the Vans team, holding various sales and marketing positions. During the last two years with Dickies, he is credited with driving strategic priorities, elevating the brand in the region and unlocking new opportunities in the marketplace. 

Meanwhile, Werner Bossenmaier will succeed Andreas Olsson as general manager of Dickies EMEA. Previously VP, marketplace at Timberland EMEA, he will report to Martino Scabbia Guerrini, EVP, president EMEA, APAC and emerging brands, and to Todd Dalhausser, global brand president, Dickies, and serve on the senior leadership team for both Dickies’ global and VF’s EMEA region.

Bossenmaier joined VF in January 2013 as senior manager of strategy, EMEA. At Timberland, he was key in leading the overall Timberland EMEA commercial strategy, developing a powerful unified marketplace approach and delivering consumer-centric excellence across the EMEA region. Before joining Timberland, Werner lead VF’s EMEA business as director, group digital accounts. 

"We are proud to announce Andreas’ and Werner’s promotions to these important leadership roles in EMEA. At VF, we believe in investing in our talent, and these appointments are a testament to our commitment to talent growth and development,” said Guerrini. 

“Their wealth of experience and expertise will undoubtedly contribute to the success of our business, as we continue to aim for growth and expansion. We congratulate them on their new roles and look forward to the achievements they generate for us in the future.”