Haley Ells
About Haley Ells
Haley Ells is a Senior Global Category Manager for Outerwear and Fleece at The North Face, where she leads a $600 million annual business and implements marketplace strategies. With a B.A. in Business Economics from UC Santa Barbara, she has been with the company since 2013 and manages a team of three.
Work at The North Face
Haley Ells has served as the Senior Global Category Manager for Outerwear & Fleece at The North Face, a VF Company, since 2013. In this role, she oversees a significant annual business valued at $600 million, focusing on Mountain Essential Outerwear and Fleece. She has successfully driven approximately 8% growth each season. Her responsibilities include developing and implementing a marketplace segmentation strategy that considers distribution, geography, and consumer nuances. She also directs the seasonal Go-To-Market narrative, ensuring alignment with cross-functional partners across wholesale and direct-to-consumer channels.
Education and Expertise
Haley Ells earned a Bachelor of Arts degree in Business Economics from the University of California, Santa Barbara. This academic background provides her with a solid foundation in economic principles and business strategies, which she applies in her current role. Her expertise includes marketplace segmentation, product offerings alignment, and team management, which are critical for her position in the outdoor apparel industry.
Team Management and Leadership
In her role at The North Face, Haley Ells manages a team of three professionals. She is responsible for overseeing their development and performance, ensuring that the team meets its objectives. Her leadership involves conducting preline meetings with key accounts and strategic partners to align on product offerings, which is essential for maintaining strong relationships and achieving business goals.
Business Strategy and Growth
Haley Ells develops and implements a marketplace segmentation strategy that addresses various factors such as distribution, geography, and consumer nuances. This strategic approach is vital for driving growth in the Mountain Essential Outerwear and Fleece category. Under her leadership, the business has achieved consistent growth, reflecting her effective management and strategic planning capabilities.