Vans Names New GM of North America

Vans has a new GM for North America.

Mitchell Whitaker has filled the job vacated when VF Corp. promoted Doug Palladini to President.

In his new role, which started in March, Mitch is overseeing strategy for Vans’ U.S., Mexico and Canada businesses. The functions that report to him include wholesale, owned retail and e-commerce, product merchandising, and marketing for North America.

Previously, he had a successful run as Vice President, Managing Director of Vans Asia Pacific. He established the Vans Asia Pacific business in 2008, which has been a strong performer for the company.

He led the work that created the strategy and infrastructure to support the big growth of the Vans APAC business, including identifying the target APAC consumer, creating a successful wholesale and retail strategy, initiating a digital platform in all countries including China, and implementing a business model that balances localization with Vans’ global brand aims. 

When he started in Asia, Vans went from a small licensed and distributor business model to one with owned operations in six countries. Revenue grew 15 fold during his tenure, according to Vans.

The region continues to grow quickly for Vans and is a key part of Vans’ strategy in the next five years.

Prior to moving to Hong Kong, he was based in California, managing the Reef Asia Pacific business.

Mitch has a Master’s Degree in Business Administration from the University of Utah and a Bachelor’s Degree in Psychology from Brigham Young University. 

He speaks fluent Japanese and is learning basic Chinese.  Mitch is an avid drummer and has a passion for music, water sports, classic cars, and international travel.