Patagonia Appoints Amanda Calder-McLaren to Lead Marketing and Impact in EMEA
Patagonia is doubling down on its commitment to integrate corporate responsibility with brand growth. The California-based outdoor apparel leader has appointed Amanda Calder-McLaren as the new Senior Director of Marketing and Impact for Europe, the Middle East, and Africa (EMEA). This newly created role is designed to bridge the gap between how the company tells its story and the actual environmental and social work it performs across the region.
- New Strategic Role: The position unites marketing and impact work to ensure storytelling and action are aligned.
- Experienced Leadership: Amanda Calder-McLaren brings nearly two decades of experience from brands like The North Face and Hugo Boss.
- Regional Focus: Based in Amsterdam, the role will drive Patagonia’s brand and responsibility initiatives across the EMEA region.
- Core Philosophy: The appointment reinforces Patagonia’s ethos that profit and responsibility can exist in harmony.
Uniting Storytelling and Action
The creation of the Senior Director of Marketing and Impact role signals a strategic shift in how Patagonia operates in the EMEA region. Rather than treating marketing and social impact as separate silos, the brand is merging them to boost the communication of its values.
Nina Hajikhanian, general manager for EMEA at Patagonia, emphasized that brand building and driving impact as a responsible business are “inseparable.” By uniting these functions, Patagonia aims to ensure that its regional growth is directly tied to its environmental and social goals.
A Proven Track Record in Outdoor and Luxury Apparel
Amanda Calder-McLaren enters the role with an extensive pedigree in the apparel and outdoor industries. Her career is marked by leadership roles at several high-profile global brands:
- Hugo Boss: Most recently served as the global vice president of brand communications, events, and entertainment relations from July 2025 through March 2026.
- Montirex: Acted as the chief marketing officer for the U.K.-based sportswear brand from January 2024 to July 2025.
- The North Face: Spent nearly seven years in the EMEA region, concluding her tenure as the senior brand marketing director, where she led major campaigns and programs to increase outdoor accessibility.
- Early Career: Gained foundational experience working with Adidas Terrex, Technogym, and Wahoo.
The “Anti-Greed” Business Model
Calder-McLaren’s appointment comes at a time when the tension between corporate growth and sustainability is a central theme in the fashion industry. In discussing her new role, she highlighted Patagonia’s unique position in the market, stating that the brand proves profit and responsibility can work in harmony.
She specifically noted that Patagonia’s ethos is “not anti-growth but anti-greed,” a philosophy she intends to carry forward as a “custodian of the brand” across the EMEA region. Based at the company’s European headquarters in Amsterdam, she will work closely with global leadership and local communities to implement this vision.
Looking Ahead
By appointing a leader with deep roots in both the performance outdoor sector and global brand communications, Patagonia is positioning itself to navigate the complexities of the EMEA market. The focus will likely remain on scaling the brand’s influence without compromising its rigorous environmental standards, ensuring that every marketing effort is backed by tangible impact.
Related reading