Jeff Moore on new role as Reef President

I followed up with Jeff Moore last night about his new job as president of Reef.

VF Corp., the owner of both Vans and Reef, made the announcement Wednesday afternoon.

Previously, Jeff was the Vans vice president of sales for the Americas.

What attracted you to the Reef job?

Jeff: The authenticity of the brand as well as the growth potential the brand holds in the market.

Do you see any opportunities for Reef that are currently not being explored?

Jeff: I believe the brand will continue its leadership position in sandals and will partner with our key accounts on better penetration in both footwear and men’s apparel.

What will be the challenges of transitioning from a sales leadership position to a president’s role?

Jeff: It’s primarily a shift in priorities. As VP of Americas you’re responsible for execution of brand strategy, achieving sales targets, and managing a department.

In the President’s role you’re responsible for vision, global strategy, human capital and results.

At Reef, we have a great team that has a tremendous amount of passion, an understanding of the brand DNA, and a drive to win. I look forward to working with such a team.

Vans has been doing terrifically for several years. As you leave, what are you most proud of?

Jeff: Vans having a much healthier shape to its business model driven by core and lifestyle channels, visual positioning of the brand, and a great team that manages brand strategy.

Who will you report to?

Jeff: Eric Wiseman.

How involved are VF and Eric Wiseman in Reef?

Jeff: The VF operating committee, as well as Eric, is very supportive of the Reef brand being a stand-alone business. VF is committed to seeing Reef grow within the surf segment and tap into its full potential.

It’s a very exciting time to be with Reef.

Who will replace you?

Jeff: (Vans President) Kevin Bailey will take time to review the current organization structure as well as potential candidates.