# Jenna Woodhull

> Jenna Woodhull is Chief Merchandising Officer at Sendero Provisions Co., the Waco, Texas apparel brand that started with a single hat in 2014 and now sells a full Western-meets-outdoor line. She has spent close to three decades in apparel, beginning as a Volcom sales rep in the late 1990s, moving through Hurley as National Sales Manager and Director of Retail Marketing, returning to Volcom as global VP of design and merchandising from 2010 to 2013, then co-founding the Newport Beach brand agency and showroom Band of Martians. She spent roughly ten years at Brixton, rising to Senior Vice President of Design & Merchandising and later Chief Merchandising Officer, before a stint as global head of women's product at Liberated Brands overseeing Volcom, Billabong and RVCA. She joined Sendero in February 2025 to run merchandising strategy, product vision and category expansion. She is known in the industry for balancing creative instinct with commercial discipline, and she describes her own style as vintage classic, usually finished with boots.

- **Role:** Chief Merchandising Officer at Sendero Provisions Co.
- **Organizations:** Sendero Provisions Co., Liberated Brands, Brixton, Band of Martians, Volcom, Hurley
- **Nationality:** American
- **Known for:** Led product from ideation through global distribution as SVP of Design & Merchandising at Brixton, a decade-long tenure, Served as Chief Merchandising Officer at Brixton, Co-founded Band of Martians, a Newport Beach brand agency and showroom that represented emerging international labels including Acacia Swimwear, NOE Undergarments, First Base, Vampirate Surfboards, The Waxx Company and Hoffman Fabrics' Vintage Mix

## Career timeline

- **1999-2005** — Sales representative at Volcom, her first role with the brand
- **circa 2005-2010** — Roles at Hurley including National Sales Manager and Director of Retail Marketing, before moving into the product department
- **2010-2013** — Global Vice President of Design and Merchandising at Volcom
- **2013** — Co-founded Band of Martians, a brand agency and showroom in Newport Beach, California, with Ally Lopez
- **2013-2023** — Roughly ten years at Brixton, rising from Senior Vice President of Design & Merchandising to Chief Merchandising Officer
- **2023-11** — Named Global Head of Women's Product at Liberated Brands, overseeing women's for Volcom, Billabong and RVCA
- **2025-02** — Named Chief Merchandising Officer at Sendero Provisions Co. in Waco, Texas

## Achievements

- Led product from ideation through global distribution as SVP of Design & Merchandising at Brixton, a decade-long tenure
- Served as Chief Merchandising Officer at Brixton
- Co-founded Band of Martians, a Newport Beach brand agency and showroom that represented emerging international labels including Acacia Swimwear, NOE Undergarments, First Base, Vampirate Surfboards, The Waxx Company and Hoffman Fabrics' Vintage Mix
- Ran global design and merchandising for Volcom as VP from 2010 to 2013
- Oversaw women's product across Volcom, Billabong and RVCA as Global Head of Women's Product at Liberated Brands
- Recruited to Sendero Provisions Co. in 2025 in a hire that trade press called a coup for the brand

## Latest updates

- **2025-02** — Named Chief Merchandising Officer at Sendero Provisions Co., announced alongside the hiring of Richard Ashley as Chief Operating Officer.
- **2023-11** — Appointed Global Head of Women's Product at Liberated Brands, overseeing Volcom, RVCA and Billabong women's design and merchandising.

## Links

- Website: https://senderopc.com
- LinkedIn: http://www.linkedin.com/in/jenna-woodhull-b01b9a39

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Profile page: https://yespress.io/jenna-woodhull
Published by YesPress — https://yespress.io
Last updated: 2026-07-27