MARK PARKER

Mark

My life’s mission is building ultimate brand experiences through developing high performing, highly engaged teams, while having FUN

My Approach

Collaborator

In the retail industry and the world of Direct to Consumer, you cannot succeed if you work in silos. Collaboration is critical to enable a clear customer journey across the Omni Channel and clearly align cross functional teams with a clear forum of serving the front line team’s that service the customer and the consumer

Coach

I take an approach to develop through empowerment and failure as a growth driver. We will not grow the leaders of tomorrow by directing and hand holding.

Talent potential assessment is critical to this enablement

Builder

This is the process of creating or developing something, typically a system or situation, over a period of time. Its about the synergy of assembling all the parts together to make something stronger and more effective

Global Work Experience

Americas EMEA Asia
Growth Mindset

When you work to serve , why limit your reach
Penetration is King for Growth
Stores, Direct to Consumer, Omni Channel

11 years Direct to Consumer
34 years Retail

Integrating DTC

Seamless customer journey across all direct channels, E-commerce, Marketplace and Stores, serving the customer where , when and how they want, enabled by Omnichannel services and a CDP that empowers personalized connections

Vans EMEA, The North Face Americas, 5.11 Tactical.

Career Milestones

One DTC : 8 brands

The ultimate in ‘Shared Best Practice’ Central Service to leverage innovation across Stores, eCommerce, Marketing and Real Estate

VF International - Vans, The North Face, Timberland, Wrangler, Less, Kipling, Napapijri, Eastpack.

Store Ecosystem

Brand spaces designed for ultimate engagement with customers, empowering store teams to create a service and sales culture

Vans, Kipling, Wrangler, The North Face, 5.11 tactical.

Testimonials

"What can I say about Mark… I have had the privilege of working with him at VF Corp and now at 5.11 Tactical. He is a much loved and respected executive leader who builds complete trust and forges lasting relationships.

Mark’s extensive leadership skills and global expertise in developing Brands, Retail and eCommerce, and his laser focus on the multichannel consumer, inspires teams and organisations to innovate and optimise systems, tools and experiences which drive business growth and brand loyalty.

Mark’s local knowledge and focus ensures processes and user experiences are effectively built out to deliver local consumer needs and expectations, which in turn drives revenues. He gets things done, and his ability to simplify complex processes help develop a clear route to success and timely execution of projects and tasks.

Working with Mark on new initiatives is always educating, as his vast global expertise, system knowledge and consumer mindset make sure that every opportunity and eventuality are taken into consideration. He builds clear, highly collaborative, actionable strategies, viewing opportunities through a long-term lens as well as picking up and delivering short term wins.

Mark is first and foremost a people person and has a wonderful talent in leading individuals and teams to be the best versions of themselves, building trust, empowerment, and team spirit.

I count myself lucky to have met and worked with him, and highly value everything that he has taught me, both on a personal and professional level. Any company or organization would be lucky to have Mark on their side.”

Talin Vartevanian - Business Unit Leader International e-commerce - 5.11 tactical

"Mark has been a leader and mentor of mine for several years. He creates long lasting partnerships and takes every opportunity to foster the growth and development of all of those around him. Mark’s vast experience of leading brands and initiatives on a global scale makes him an excellent choice for anyone seeking out a strong, confident and innovative leader. Mark has proven results in driving revenue and KPIs within the retail landscape, delivering on the expectation of the board while adding and contributing to shareholder value. In Mark’s role as a Direct to Consumer Executive I have had the privilege to work for, and with him on strategies to grow retail sales, and improve customer and employee experiences. Mark is a leader any brand would be lucky to have on their executive leadership team."

Jimmy D Mullins - Sr Director Retail - 5.11 Tactical

Mark is both a mentor and friend to me. He is a brilliant leader who delivered a strategic and clearly communicated vision for DTC retail at TNF. We travelled the world together, researching, learning and collaborating with our global colleagues, as part of the team that launched our Retail 2.0 concept. I learned from Mark every time we spoke (which was pretty much daily). He helped me grow from a leader/designer who can get wrapped up in the micro details to one who can step back and not only focus on design but the greater business strategy and goals to enhance my design vision. I highly recommend Mark as he heads out on his next adventure.

Evert Lee - Chief Creative Officer - Taco Bell

Special Interests

I became an outdoor enthusiast early in my life with regular visits to the Lake District in northern UK. I have been fortunate to continue that passion wherever my global journey took me.

Sometimes I have managed to combine with that my other passion of automotive and motor sports through off-roading, exploring hidden paths, international travel.

I recently completed 2 major restorations, a 1996 Land Rover Defender D90, fully kitted for off-road and a 1997 Ford Bronco.

These projects help me build, hands on, solving issues while creating something worthwhile