POC has announced the appointment of Natasha Pack as sales director for the EMEA region (Europe, Middle East, and Africa), with the aim of strengthening its commercial leadership in the European market. Joining the company this month, Pack brings over twenty years of international experience gained in the sports and fashion sectors. Before joining POC, Natasha Pack held the position of Global Strategy and Go-to-Market manager for the Smartwool and Icebreaker brands within VF Corp. Previously, she was Head of Wholesale for Northern Europe at Icebreaker. Her career also includes over ten years at VF Corp. in the UK, where she worked four years for Eastpak and six for Lee Jeans. Between her two experiences within the VF group, she spent almost four years at Levi Strauss & Co. and collaborated for a short period with Native as a brand consultant. “Over the past twenty years, I have learned that the most successful brands are those that are not afraid to think differently and challenge established patterns. This is exactly what brought me to POC,” Pack stated. “The company’s mission, to protect people’s lives and reduce the consequences of accidents, goes beyond the product: it is a goal in which I deeply believe and I am looking forward to starting to work with the European team.”
According to the company, the appointment reflects POC’s growing direct presence in key European markets, a path further reinforced by the recent expansion of the commercial team in Spain. With the business growth, Pack will play a key role in aligning POC’s physical and digital channels, contributing to ensuring commercial partners and consumers a consistent and integrated experience at all brand touchpoints. “Natasha’s appointment represents an important step in strengthening our commercial structure in Europe,” commented Kolja Plegt, chief commercial officer of POC. “With an increasingly strong direct presence in strategic markets, we are creating a clear alignment between our physical and digital channels. Her experience in premium brands, particularly in the clothing sector, combined with the ability to turn ambitious projects into tangible growth, makes her the ideal person to lead this new phase of POC’s development in the EMEA region.”
