Experiences expert Legends appoints new VP International Retail to expand client merchandising and licensing efforts

Published on: 2nd September 2020

The sport and entertainment experiences expert, Legends, has appointed Victoria Hawksley to the new role of vice president, international retail, a role in which she will oversee the merchandise operations and strategy for the firm’s expanding business.

Hawksley will be responsible for developing innovative merchandising strategies for Legends’ roster of world-class clients, including the newly launched omnichannel retail programme for Real Madrid. She will work closely with the firm’s HQ in London to lead event retail and merchandising across e-commerce, in-venue retail, live events, brick and mortar store operations and custom merchandise.

The new VP joins Legends after 14 years with Tottenham Hotspur Football Club where she most recently served as the head of retail and visitor attractions. In this role, she was responsible for all retail operations for the club, including global e-commerce, the Tottenham Experience, all retail stores, buying and merchandising, and licensing efforts.

She also led the development, launch, and operations for Tottenham Hotspur Stadium’s comprehensive visitor attractions at their much-acclaimed new stadium, including the Stadium Tour Experience, The Dare Skywalk, and The Tottenham Hotspur Archive.

“Legends has significantly grown our international footprint during the past few years, and we are fortunate to add Victoria to our leadership team in Europe as we continue to invest in our global merchandise vertical,” said Andrew Hampel, president Legends International.

“She brings an incredible depth of knowledge and experience to Legends from her previous role and will be critical as we develop long term merchandising and retail strategies to support our roster of blue-chip partners on a global stage.”

Hawksley said: “I’m excited to build upon all the recent momentum at Legends, as we think about the future of merchandising and how we can create innovative and customized programs and solutions for clients. I see a huge opportunity to merge the expertise and capabilities of Legends Global Merchandise division, with the insights and local expertise that Legends has in markets across Europe and Asia, to develop customized strategies.”

Previously, Hawksley served as a general manager at World Duty Free, leading the business at Terminal 4 London Heathrow Airport. She also worked for The John Lewis Partnership for seven years, from a Graduate trainee to a Merchandise Manager, before moving to Airport retailing.

Hawksley will be based out of Legends’ operations in Madrid.


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