Vans Names VP DTC Merchandising

Vans, a U.S. manufacturer of skateboarding shoes and related apparel, has hired Bobby Goodwin, as vice president, DTC merchandising for Vans Americas..

“We are excited to welcome Bobby into the Vans family,” said David Tichiaz, vice president and general manager of Vans Americas “His experience both in vertical and multi-branded retail merchandising will bring a balanced perspective that will further reinforce our business objective of driving a consumer-led strategy that supports our physical and digital touchpoints across the Americas marketplace.”

Goodwin is an experienced industry retail veteran who has worked with Vans for years as a buyer. He joined Tilly’s in 2020 as senior vice president of men’s, boys’ and outdoor. He was promoted to senior vice president and general merchandise manager in March 2021.

Earlier in his career, Goodwin worked at skateboard-focused Active Ride Shop. He then moved to PacSun, where he worked for nearly a decade, rising to the position of vice president of men’s merchandising.

Active, PacSun and Tilly’s all are or have been accounts for Vans.