Sporting goods
10 CMOs in Sporting Goods
These ten executives hold chief marketing officer titles at sporting goods brands that make sports equipment, running shoes and outdoor gear. A reader can learn how CMOs build and run their teams in sporting goods companies.
Professionals to explore
01—10Abby Lien
LinkedInExperience: Chief Marketing Officer · Decathlon
Chief Marketing Officer at Decathlon since December 2023; the profile describes Decathlon as a sporting goods manufacturing company that makes sports accessible for the many. Former Chief Marketing Officer at JUKSY (2023), Digital Brand Marketing Director at Crocs, Inc. (2021–2022), and Senior Manager Digital Activation (2021) and Global Senior Communication Manager (2019–2021) at adidas.
Antonio Gnocchini
LinkedInExperience: Chief Marketing Officer · Diadora
Chief Marketing Officer at Diadora since 2022; the profile describes Diadora as a sporting goods manufacturer that has served athletes since 1948 in running, tennis and calcio. Also a Visiting Lecturer at The Wharton School since 2023, and formerly Global Creative Director at & Other Stories (2018–2020) and Sr Brand Director NIKE Sportswear Western Europe at Nike (2014–2018).
Carolyn Pollock
LinkedInExperience: Chief Marketing Officer · Wilson Sporting Goods Co.
Chief Marketing Officer at Wilson Sporting Goods Co. since May 2026; the profile describes Wilson as a sporting goods manufacturing company providing sports equipment. Former Chief Marketing Officer at Tailored Brands, Inc. (2020–2025), Interim Head of Marketing, Hertz Car Sales at Hertz (2025–2026) and Managing Partner, Marketing Consulting at RevelOne (2016–2020).
Chris Davis
LinkedInExperience: Brand President & Chief Marketing Officer · New Balance
Brand President & Chief Marketing Officer at New Balance since 2024. Other New Balance roles include Chief Marketing Officer & Senior Vice President of Merchandising (2020–2024), Vice President Global Marketing & Sports Marketing (2016–2020) and Brand Manager, New Balance Baseball & Warrior Sports (2013–2014); the profile lists New Balance as a sporting goods manufacturing company.
Debbie Lee
LinkedInExperience: Chief Marketing Officer · Burton Snowboards
Chief Marketing Officer at Burton Snowboards since October 2024; the profile describes Burton as a sporting goods company and a purpose-led brand rooted in snowboarding and the outdoors. Former Chief Marketing Officer at 4moms (2020–2023) and Fractional CMO & Marketing Advisor working freelance (2023–2024).
Doug Thielen
LinkedInExperience: CMO · Selkirk Sport - We Are Pickleball
CMO at Selkirk Sport - We Are Pickleball since 2023, and listed as President x CMO there since September 2026; the profile says the role leads marketing, eCommerce, brand strategy, creative, the in-house media studio, athlete marketing, partnerships and PR for the brand. Former CMO CRO at PickleballCentral.com (2021–2022) and Senior Director, Global Brand and Product Marketing at Dickies® (2022–2023).
Lina Elfstrand
LinkedInExperience: Chief Marketing Officer · POC
Chief Marketing Officer at POC since November 2021, after serving there as Creative Brand & Marketing Director (2018–2021) and Senior Art director (2017–2018). The profile describes POC as a sporting goods manufacturing company specializing in cycling helmets. Former Senior Art Director at H&M (2016–2017) and at NORD Stockholm (2013–2016).
Mary-Kay Messier
LinkedInExperience: Chief Marketing Officer · Bauer Hockey
Chief Marketing Officer at Bauer Hockey since May 2025, after serving there as Vice President of Marketing (2016–2025), Senior Director, Strategic Initiatives & Partnerships (2015–2016) and Director, Brand Initiatives (2012–2015). The profile describes Bauer as a sporting goods manufacturer of hockey equipment such as sticks, gloves and pads. Former Vice President Business Development at Cascade Sports (2009–2012).
Tina Rolén
LinkedInExperience: Chief Marketing Officer · Fjällräven
Chief Marketing Officer at Fjällräven since May 2025, after serving there as Global Marketing director (2025); the profile describes Fjällräven as a sporting goods manufacturing company offering outdoor and hiking equipment. Former Vice President Marketing at Peak Performance (2022–2025), Global Head of Marketing H&M Move at H&M (2021–2022) and VP Marketing The North Face EMEA at VF Corporation (2019–2021).
Wendy Kula
LinkedInExperience: Chief Marketing Officer · Saucony
Chief Marketing Officer at Saucony since May 2026; the profile describes Saucony as a sporting goods manufacturing company selling high-performance running shoes, clothing and accessories. Former Nike roles include VP, North America Women's Brand Marketing (2021–2025), Senior Director, Global Consumer Direct Marketing, Digital (2018–2021) and Senior Director, Global Member Services (2017–2018).
Choose the right perspective
Match the person's brand type to yours, since marketing a global multi-sport equipment maker differs from marketing a specialist brand in one sport or an outdoor label. Also consider whether each person came up inside the same brand or joined from other consumer categories, and pick the path closest to your situation.
Questions to take into the conversation
- 01How do you split marketing investment between athlete and team partnerships and broader brand campaigns?
- 02How do you manage marketing with wholesale retail partners while growing direct-to-consumer sales?
- 03How do you keep a heritage sports brand relevant to younger athletes and new participants?
Reaching CMOs in Sporting Goods
How can I contact one of these CMOs in Sporting Goods?
Pick one of the 10 people on this page and choose "Book a paid call", or describe your project to find others. You offer a fee for a 15-minute call or a written answer, Instant Expert finds the person's work email and sends the invitation, and they decide whether to accept. The list covers 10 companies, including Decathlon, Diadora and Wilson Sporting Goods Co., based on profile data retrieved on October 3, 2026. Being listed here doesn't mean someone has agreed to take calls.
How much does it cost to reach CMOs in Sporting Goods?
You choose the offer, starting at $5 per person. It includes Instant Expert's 20% fee, so an offer that pays the person $100 costs you $125. You're charged only when the person books the call or sends the answer.
What if they don't reply?
You pay nothing. Instant Expert sends follow-up reminders, and if the person hasn't booked or answered within 7 days, the request expires and any hold on your card is released. You can invite several of the 10 people on this list at once and cap your total spend, so you pay only for the ones who accept.
About this directory
This is a professional research starting point based on business profile data retrieved on . Titles and companies reflect that source snapshot and may describe past or present roles. Check the linked profiles for current details. Inclusion does not imply Instant Expert membership or availability.
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