Dr Martens names Apple's Ije Nwokorie its new brand chief

By

Nigel TAYLOR

Published
Nov 16, 2023

As important as Non-Executive Directors are, Dr Martens has a much more important role for one of its non-execs, Ije Nwokorie, to fulfil. The fashion footwear brand is appointing Nwokorie (who is currently Senior Director for Apple Retail as his main job), to take up the newly created post of chief brand officer from February.

That means Nwokorie is giving up his Dr Martens board membership and is stepping down as a member of the Audit and Risk, Nomination and Disclosure committees.    

Instead, he becomes a key member of the brand’s global leadership team. Reporting to CEO Kenny Wilson, he  will oversee the Global Marketing, Product and Strategy functions. Importantly, he will be responsible for “setting the overall brand strategy, vision and direction for the next phase of Dr Martens' growth”.

Nwokorie has been Senior Director of Apple Retail since January 2018. Prior to this he spent 11 years at global brand consultancy Wolff Olins, where he was latterly CEO, leading teams in offices in San Francisco, London, Dubai and New York. He is currently also Chair of non-profit organisation  Water UK.  

Dr Martens chairman Paul Mason said: “Ije has been a tremendous Non-Executive Director since he joined the board in January 2021. He has deep insight and understanding of brands and has extensive global DTC experience. I am delighted that he'll be joining the leadership team… in a role for which he is perfectly suited.”

CEO Kenny Wilson added: “Ije is a visionary brand storyteller and this, along with his infectious passion for Dr Martens, makes him the ideal person to lead the next era of our brand development. I am delighted that he will be joining my team in a permanent full-time position of Chief Brand Officer, which will be a crucial role to enable us to become a £2 billion revenue brand.”

Nwokorie added: ”I've always loved Dr Martens and it's been a real privilege getting to know the brand from the inside as a Non-Executive Director. Dr Martens is defined by its rebellious, authentic and creative nature, all of which makes me really excited to be joining Kenny and the team early in the New Year and to get to work.”