In this newly created role, Amanda will bring Patagonia’s marketing and impact work together - uniting storytelling and action. Working closely with global leadership, EMEA teams and local communities, she will lead both how Patagonia communicates its values and how those values are delivered through its environmental and social impact work across the region.

Amanda began her career in the sports and outdoor industry, working across a breadth of brands including Adidas TERREX, Technogym, Wahoo and The North Face. As Senior Brand Marketing Director EMEA at The North Face, she led major brand campaigns alongside programmes designed to broaden access to the outdoors. Amanda is a founding member, and former Chair, of Opening Up The Outdoors (OUTO), a European collective tackling systemic barriers to inclusion across outdoor spaces and the outdoor industry. She has also served as Chief Marketing Officer at Montirex, before most recently holding the role of Global Vice President of Brand Communications at Hugo Boss, after which she felt a strong pull back to the outdoor industry.

Originally from London, Amanda is relocating to Patagonia’s European headquarters in Amsterdam from Switzerland. Through skiing and exploring the mountains she developed a deep connection to the outdoors after moving from London-city life, with time in nature becoming central to both her professional and personal life. She will be joined in Amsterdam by her husband and two children.

Nina Hajikhanian, General Manager, EMEA at Patagonia, said: “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. Amanda brings the experience and vision to lead this work across the region. She is a storyteller driven by purpose, with nearly two decades of experience in the outdoor and apparel industry, and a leadership approach rooted in community. We’re excited to welcome her to the team and to have her help guide this next chapter across the region.”

Amanda Calder-Mclaren said:

“Patagonia stands apart because it proves that profit and responsibility can work in harmony. It’s not antigrowth but antigreed - and that ethos is what I respect so deeply. The outdoors has shaped my life, from time spent in the mountains to the sense of connection it creates. I’m proud to join Patagonia as a custodian of the brand and to help carry that spirit forward across EMEA.”

Amanda’s first day in role was Monday 13 April 2026.