Footwear brand Merrell announced on Friday it has appointed Noreen Naroo-Pucci to the role of chief product officer. 

With over three decades of experience in brand creativity, Naroo-Pucci’s specialties include design across performance and sport lifestyle products, brand creative and product storytelling, leading and building teams of designers, establishing conceptual direction and product development knowledge.

Naroo-Pucci joins Merrell from young menswear briend, Mizzen+Maine, where she served as chief product officer. Prior to that, she served as the senior vice president of design, menswear – North America for Calvin Klein, and spent eleven years at Under Armour as senior creative director and vice president of global design engine.

She has also invested time in teaching at MICA at John Hopkins University, The New School at Parsons School of Design, Fashion Institute of Technology and serves on two design school boards in inner city Baltimore.

“We’re excited to have Noreen join us,” said Merrell global brand president, Janice Tennant. “From her depth of experience working globally across great brands, her passion for innovation and elevating design and a commitment to building high performing teams, she is going to help us continue to modernize the brand in order to attract the next generation of outdoor consumers.”

Naroo-Pucci’s appointment comes at a time where parent company Wolverine WorldWide is looking to expand Merrell into a lifestyle brand that offers hiking and outdoor wear shoes for everyday wear.

“Merrell is a brand that understands the evolving outdoor space and is dedicated to building strong, purposeful footwear, and I am thrilled to work with the talented team to create innovative products to empower our consumers,” said Naroo-Pucci.

In its most recent trading update, Wolverine said Merrell brand sales climbed 1.4% to $159.2 million for the three months ending September 28.