British footwear brand Dr. Martens has announced the appointment of general managers for its main global markets, as part of a broader effort to simplify its operating model in line with a new consumer-first strategy.
The company is moving to a market-level structure to bring it closer to customers, supported by strengthened global brand, technology, and support functions.
Four internal candidates have been promoted to lead European regions: Nick Duff (UK GM), Nathalie Schneider (France GM), Kristin Staeren (DACH GM), and Giorgio Trevisan (Italy GM).
In Asia, Yoichi Oikawa has been appointed Japan GM, bringing experience in multi-channel operations and consumer engagement from previous roles at Champion and Adidas.
In the US, Paul Zadoff continues as president of the Americas. Together, these six markets account for over 80 percent of global revenue.
Dr. Martens has also streamlined its leadership with a new executive team, led by CEO Ije Nwokorie. The team includes CFO Giles Wilson, now also overseeing technology and strategy, and chief brand officer Carla Murphy, responsible for product, marketing, customer experience, and sustainability.
Other members include interim COO Anna Duffiet and chief commercial officer Mike Stopforth, with market GMs reporting to him. The team is completed by Zadoff, chief people officer Bridget Jolliffe, and chief legal officer and company secretary Katherine Bellau.
“Over the past year, we have reshaped our business to become truly consumer-first,” said Nwokorie, adding that the combined experience of internal leaders and external talent will help drive future growth.
Back in January, the footwear brand reported that company revenue fell 3.1 per cent to £251 million for the 13 weeks ended 28 December 2025. The brand said it had experienced “mixed” third-quarter trading, adding year-to-date revenue stood at £573 million, down 1.8 per cent reported and 0.7 per cent at constant currency (as of 28 December 2025).
