Ex-Nike chief and hockey star is new Sweaty Betty CMO

kerry williamsWomen’s sportswear brand Sweaty Betty is setting its sights on global expansion with the appointment of a former England and Great Britain hockey star as its new chief marketing officer.

Kerry Williams, who won 96 international caps in an illustrious player career, has also been a highly successful marketer, having started working in sports business while still playing hockey for the national team.

She began her career at Nike in 2009 as a brand consultant and then moved up the ranks to brand events manager and then football brand manager, ultimately taking up the role of training brand manager, responsible for establishing the category brand strategy.

Williams left Nike in 2021 to become CMO at Herd Brands/Gymspin, a company dedicated to improving the wellbeing and holistic lifestyle of everyday athletes and in 2023, Williams joined fitness tech firm Myzone as CMO, responsible for establishing and leading global marketing.

She is also a trustee for Badoo Sports and has worked as an athlete mentor.

Founded in 1998, Sweaty Betty operates 47 boutiques and 14 department store concessions in the UK. There are also 49 department store concessions in the US, and 17 boutiques and department store concessions in Canada, Germany, Hong Kong, Ireland, and Singapore. It also runs online stores in the UK and US.

Sweaty Betty global brand president Melissa Mullen said: “I am thrilled to have Kerry join Sweaty Betty. Her professional and sporting experience will add a new dimension and support our ambitions globally.

“Her charitable experience and personal values are in alignment with the values that we hold in the brand and in our charitable Sweaty Betty Foundation. This powerful combination is exciting as she joins us at a time of transformation.”

Williams added: “I am honored to join the team at this pivotal time for the brand as we look to inspire and engage women on a global scale and propel Sweaty Betty into its next chapter.”

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