# Maisie Willoughby

> Maisie Willoughby is a British marketing executive who has served as Vice President and Chief Marketing Officer of Timberland since October 2023. A self-described 'non-traditional, creative-first' CMO, she trained in fashion photography at the London College of Fashion and built her craft at agencies including Wieden+Kennedy, Anomaly and Cult LDN before spending roughly five years at Alexander Wang, ultimately as chief brand marketing officer. At Timberland she has repositioned the heritage boot brand at the intersection of fashion, music and street culture, steering the 50th anniversary campaign for the Original Yellow Boot and the viral 'Je T'imbs' collaboration with Louis Vuitton that drove billions of organic impressions and a sharp lift in sales.

- **Role:** Vice President and Chief Marketing Officer at Timberland
- **Organizations:** Timberland, VF Corporation
- **Nationality:** British
- **Education:** Bachelor of Arts, Fashion Photography, London College of Fashion
- **Known for:** Appointed Vice President and Chief Marketing Officer of Timberland in October 2023, Spearheaded the Webby award-winning documentary marking the 50th anniversary of Timberland's Original Yellow Boot, Led the 'Je T'imbs' campaign with Louis Vuitton, generating an estimated 7.5 billion organic media impressions and a reported 56% sales increase in North Atlantic markets

## Career timeline

- **Early career** — Creative producer and art buyer at Wieden+Kennedy
- **Early career** — Worked across creative and digital agencies including Anomaly
- **Pre-2018** — Head of production in London and New York for Cult LDN
- **2018** — Joined Alexander Wang as SVP of global creative, brand marketing and communications
- **2021** — Promoted to Chief Brand Marketing Officer at Alexander Wang, leading global rebranding
- **2023** — Appointed VP and Chief Marketing Officer of Timberland, effective October 16
- **2023** — Led the 50th anniversary campaign for Timberland's Original Yellow Boot, including a Webby award-winning documentary
- **2024** — Directed the 'Je T'imbs' Timberland x Louis Vuitton campaign
- **2024** — Named to Glossy's Storytellers list
- **2026** — Announced as a speaker at SXSW London with the talk 'To Collaborate is Not to Siphon'

## Achievements

- Appointed Vice President and Chief Marketing Officer of Timberland in October 2023
- Spearheaded the Webby award-winning documentary marking the 50th anniversary of Timberland's Original Yellow Boot
- Led the 'Je T'imbs' campaign with Louis Vuitton, generating an estimated 7.5 billion organic media impressions and a reported 56% sales increase in North Atlantic markets
- Won Best Fashion Brand Activation recognition for experiential work at Timberland
- Dressed Doja Cat for her Coachella performance
- As Chief Brand Marketing Officer at Alexander Wang, led the brand's global rebranding and international expansion
- Named to Glossy's 2024 Storytellers list

## Latest updates

- **2024-01** — Launched the 'Je T'imbs' Timberland x Louis Vuitton campaign, one of the brand's highest-impact activations.
- **2024** — Recognized on Glossy's Storytellers list for her cultural approach to marketing.
- **2026-06** — Scheduled to speak at SXSW London with the talk 'To Collaborate is Not to Siphon.'

## Links

- Website: https://timberland.com
- LinkedIn: http://www.linkedin.com/in/maisie-willoughby-b2713229
- Instagram: https://www.instagram.com/maisie_willoughby/

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Profile page: https://yespress.io/maisie-willoughby
Published by YesPress — https://yespress.io
Last updated: 2026-07-25