Henri-Lloyd has appointed Tom McMullen as chief marketing officer, a new role created to strengthen the brand’s UK-based leadership team.
McMullen brings experience in brand, marketing, and commercial leadership within outdoor performance apparel.
His career incorporates over a decade at Rapha, progressing from head of communications to global marketing director, before being appointed managing director of Rapha North America, where he oversaw retail, e-commerce, and wholesale operations across the region.
My focus will be capitalising on Henri-Lloyd’s incredible heritage through campaigns that build desire and participation.
Tom McMullen
He returned to the UK as chief marketing officer, leading Rapha’s global marketing and creative teams.
Prior to joining Henri-Lloyd, McMullen held the role of brand and marketing director at outdoor clothing and equipment manufacturer Montane.
“My focus will be capitalising on Henri-Lloyd’s incredible heritage through campaigns that build desire and participation, while creating a culture that is inspirational and aspirational — whether for someone new to the sport or a seasoned round-the-world sailor,” said McMullen.
“We will be developing creative marketing strategies that bring to life the heritage and DNA of the Henri-Lloyd brand, working closely with ambassadors and key partners to deliver cultural relevance alongside clear and measurable business growth.”
Proven marketeer
McMullen will work closely with CEO Chris Hammond and will be based at the company’s Manchester headquarters.
“Chief marketing officer is a new role within Henri-Lloyd, and by appointing Tom, we are bringing on board a proven marketeer with a track record of helping premium apparel brands maximise their brand image,” said Hammond.
“He will help us develop compelling campaigns that enhance the authentic and inspirational content and stories that we receive from the many sailors, adventurers, and explorers that rely on Henri-Lloyd to perform, no matter what the conditions.”
