Dr Martens poaches Adidas exec as new chief brand officer

Dr Martens has named Carla Murphy as its new chief brand officer, and she will join the business on July 1, 2025.

Murphy joins Dr Martens from her current role at Adidas where she has been global senior vice president and general manager for Adidas Outdoor since December 2020.

During her time at Adidas, Murphy has led the brand’s strategy, management and execution globally for the outdoor category at Adidas, including its outdoor sports and tehcnical footwear, apparel and accessories offer.

She is currently based in Germany at the Adidas HQ and will be relocating to work from the London office in her new role at Dr Martens.

She brings more than 20 years of “brand building and enterprise management experience” to Dr Martens and has also held senior roles at the likes of Icebreaker and Arc’teryx parent company Amer Spots during her career.

In her new role as chief brand officer at Dr Martens, she will report directly to chief executive Ije Nwokorie and will be responsible for driving the company’s “strategy, vision and creative direction”.

Murphy will oversee the global product offering at Dr Martens as well as its strategy, sustainability and marketing divisions.

Murphy said: “Dr. Martens is an incredibly iconic brand, steeped in decades of creativity, individualism and self-expression. It has cultivated a passionate community and a devoted loyal consumer base, which I have long admired.

“Joining the team and the brand at this moment is incredibly exciting, the ambition and energy is high, and there is a tremendous opportunity in this next chapter to break new ground and connect with an even wider audience in a truly meaningful and culturally relevant way. I can’t wait to get started.”

Dr Martens chief executive Ije Nwokorie added: “Our brand is our most important asset, and I’m thrilled that Carla is joining to lead the brand organisation.

“Carla is an exceptional leader with a proven track record for using bold storytelling and fearless creativity to drive growth for world-renowned brands, and she will do amazing work with our immensely talented brand and creative teams. Every one of us in the leadership team is looking forward to her partnership.”