Patagonia has appointed Amanda Calder-McLaren as the new senior director of marketing and impact for the EMEA region, with the aim of integrating the brand’s marketing activities with its environmental and social impact in a more structured way.
With a strong background in the outdoor and apparel sector, Calder-McLaren joins from Hugo Boss, where she held the role of global marketing lead and vp brand communications, events & entertainment relations until March 2026. Previously, she was the cmo of the British brand Montirex and, before that, she worked for almost seven years at The North Face EMEA, eventually becoming the senior director of brand marketing. Her professional experience also includes roles at adidas Terrex, Technogym, and Wahoo.
The new role aims to strengthen the alignment between brand positioning and impact strategy in the region. “This role will allow for greater coherence in how Patagonia builds its brand and generates impact as a responsible company in EMEA, two dimensions that are now inseparable,” commented Nina Hajikhanian, general manager EMEA.
Calder-McLaren, who will be based at the European headquarters in Amsterdam, brings almost 20 years of experience and a community-oriented approach. “Patagonia shows that profit and responsibility can coexist. It is not against growth, but against greed: this is what I deeply respect. The outdoors has played a central role in my life and I am proud to contribute to carrying on this spirit in the EMEA region,” stated the manager.
