Amanda Calder-McLaren brings nearly two decades of outdoor and apparel industry experience to a newly created role that unites brand storytelling with environmental and social impact work.
Patagonia has appointed Amanda Calder-McLaren as senior director of marketing and impact for EMEA, a newly created role that brings together the California-based outdoor brand’s storytelling and environmental and social impact work across the region.
Calder-McLaren joins from Hugo Boss, where she served as global vice president of brand communications. Her career spans nearly two decades in the outdoor and apparel industry, with senior roles at The North Face, Adidas Terrex, Technogym, and Wahoo, as well as a stint as chief marketing officer at Montirex. At The North Face, she led major brand campaigns alongside programs designed to broaden access to the outdoors.
She is also a founding member and former chair of Opening Up the Outdoors, a European collective working to address systemic barriers to inclusion across outdoor spaces and the outdoor industry.
“This role will bring greater focus to how Patagonia builds its brand and drives impact as a responsible business in EMEA, recognizing that the two are inseparable,” said Nina Hajikhanian, general manager for EMEA at Patagonia. “Amanda is a storyteller driven by purpose, with a leadership approach rooted in community.”
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“Patagonia stands apart because it proves that profit and responsibility can work in harmony,” said Calder-McLaren. “It’s not anti-growth but anti-greed — and that ethos is what I respect so deeply. I’m proud to join as a custodian of the brand and to help carry that spirit forward across EMEA.”
Originally from London, Calder-McLaren relocated to Patagonia’s European headquarters in Amsterdam from Switzerland, where she developed a deep connection to the outdoors through skiing and time in the mountains. She took up the role on 13 April 2026.