Personnel Moves

Nike to Drive Supply Chain and Consumer Engagement Growth With Major Leadership Shuffle

Liz Dominguez
Managing Editor
Liz Dominguez

Nike is shaking up its leadership structure, shuffling positions to better support the enterprise across various business areas, most notably supply chain and consumer engagement. 

Among some of the more significant shifts are Matthew Friend’s and Craig Williams’ expanded roles, and Andy Campion’s new oversight of Nike Virtual Studios. Their new titles are: Williams, president, geographies and marketplace; Friend, EVP and chief financial officer; and Campion, managing director, Strategic Business Ventures.

Through these changes, said John Donahue, president and CEO of Nike, in a statement, the company is driving greater focus and integration across its business and teams, doubling down on serving athletes with compelling products. 

“These shifts will allow us to streamline our focus across product, brand storytelling and marketplace, mining deep consumer insights to deliver breakthrough innovation and engagement, while building long-term growth and profitability,” added Donahoe.

Matthew Friend

Matthew Friend, previously EVP and chief financial officer, now has an expanded role that covers the business areas of procurement, global places and services, and demand and supply management.

He has been with the company for nearly 14 years according to LinkedIn, working across several leadership positions, including CFO of Nike Operating Segments, VP and CFO of Nike Brand and of global brands and functions, among others. 

Craig Williams

Craig Williams

Williams was previously president of Jordan Brand at Nike. In the new role, Williams will oversee the company’s supply chain and logistics. He will also lead direct and wholesale business across four geographies and marketplaces. During his time with the company, he helped Nike double revenue and build deep consumer relationships. 

Prior to joining Nike in 2019, Williams spent over a decade in several leadership roles at Coca-Cola, per his LinkedIn. Most recently, he was SVP at Coca-Cola and president of the global McDonald's division. 

Andy Campion

Campion, previously chief operating officer, will now oversee Nike Virtual Studios, identifying new business growth opportunities and leading teams across Nike’s World Headquarters and Los Angeles-based offices. 

The company has been experimenting in the virtual realm, most recently with the launch of its first member-inspired virtual products — Nike’s Our Force 1, digital creations influenced by members of .Swoosh, the company’s closed-beta Web3 membership platform dedicated to product development. 

More Leadership Changes

  • Heidi O’Neill, previously president of consumer and marketplace, is now president of consumer, product and brand

  • Michael Spillane, president of consumer creation will be retiring after 16 years with the company

  • Sarah Mensah, vice president/GM, North America, is now president, Jordan Brand

  • Scott Uzzell, currently CEO of Converse, is now VP/GM of North America

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