Canada Goose names Carrie Baker as president

By

Jennifer Braun

Published
Mar 31, 2022

Canadian outerwear brand Canada Goose announced on Thursday the appointment of company-veteran Carrie Baker in the new role of president. 

The new role, effective immediately, consolidates the company’s commercial leadership and marketing under Baker, while Dani Reiss, chairman and chief executive officer, Canada Goose, will continue to oversee all aspects of the business, operations and strategy. 

Her appointment also enhances the executive structure to accelerate the brand’s next phase of global growth. She will report to Reiss. 

“Carrie has played an instrumental role in making Canada Goose the business it is today. She is a dynamic leader and proven operator, and I am excited to partner with her in executing the Company’s bold vision,” said Reiss, chairman & CEO, Canada Goose. “This change in structure marks an important inflection point for Canada Goose, on our way to the next milestone.”

Baker is a company veteran, who has been with Canada Goose for more than ten years. Most recently, she was responsible for accelerating the North American business, one of the company’s fastest growing regions, achieving 36 percent revenue growth in the first three quarters of fiscal 2022. 

Baker has also held positions of EVP, chief of staff, and chief communications officer and is recognized as a strategic and collaborative leader. She has helped lead critical initiatives including the company’s IPO and the development of the Sustainable Impact Strategy.

“Seeing the company’s growth around the world and expansion into new categories over the last ten years, Canada Goose is truly a brand like no other,” said Baker. “I am proud of the incredible brand momentum we’ve built over the last decade, and our proven success in establishing sustainable industry standards, but it’s only the beginning – I am truly excited to unlock the incredible opportunity ahead of us.”

Coinciding with the appointment, Canada goose said Ana Mihaljevic will assume the dual role of president, North America and EVP, sales operations & planning. In this role, she will expand her operational leadership experience in Canada Goose’s most established commercial market.

She has two decades of experience and has a strong track record of driving commercial performance and establishing the company’s insights, sales operations and planning functions for the company’s direct-to-consumer business.

Earlier this month, Canada Goose said it was teaming up with its longstanding partner Sazaby League to create the joint venture Canada Goose Japan. The move is part of the company’s plans to accelerate its direct-to-consumer expansion in Japan, including retail stores across the country.  

The company currently expects revenue for fiscal 2022 to be between C$1.090 billion and C$1.105 billion.