Smartwool Announces International Leadership Changes

Smartwool announced it has promoted Corey Stecker to international general manager and Dariusz Boniecki to director of sales and marketing for Europe, the Middle East and Africa (EMEA). These appointments elevate the brand’s commitment to focusing on key markets and driving global strategy.

Through the post of international general manager, Stecker will be responsible for both the Canadian and European regions, leading Smartwool’s growth strategies in both markets.

Stecker has been with Smartwool for 4 years as the director of sales and marketing for Canada. Prior to joining Smartwool, Stecker spent nine years with The North Face Canada as marketing director and key account sales manager, as well as holding positions in both retail buying and marketing with Intrawest and Burton Snowboards.

“Corey has demonstrated great success over the past four years, leading the team and building the brand in Canada,” said Jennifer McLaren, president of Smartwool. “As the international general manager, Corey will bring a regional perspective to our leadership team which will ensure we manage the growth of the brand with a global mindset.”

Through the post of director of sales and marketing for EMEA, Boniecki will drive growth of the brand in these markets.

Boniecki has been with Smartwool for three years as the EMEA Senior Sales Manager. He brings more than 14 years of international sales management experience to his new role, having spent fiveyears as key account manager for The North Face Europe, in addition to holding roles within Adidas prior to joining VF Corp, which owns Smartwool, The North Face and other outdoor brands.  

“We are excited to have Dariusz step into this leadership capacity and continue to elevate the Smartwool brand in the EMEA region,” McLaren added.  “Under Dariusz’s direction, we are poised for sustainable brand growth that will put Smartwool on the map in Europe and beyond.”