Skate brand Volcom creates new position for women's department

Los Angeles -Skate apparel brand Volcom recently added a new executive to their team. The SoCal-based company just hired Lyndsey Roach as global head of women's business for Volcom.

Roach starts her new role as global head effective April 1. In her duties, she will be responsible for the overall performance of women’s business for the company. She will also be in charge of spearheading and directing the department. With her new position, she will also have to bring out the Volcom brand more and build out its name. Working with the women’s department, Roach will strive to make the company more successful in its branding. “Volcom Womens has a unique brand position and the women's team has made huge strides to set up a strong foundation for future success,” Roach said.

Volcom hires new global head of women’s business

She did not replace anyone for the position, as the role was created specifically for her. “I am excited to create this role within Volcom because our women’s business represents an untapped opportunity worldwide,” said Todd Hymel, chief executive officer of Volcom. Her new position allows for the brand to have a more hands-on approach with this department. “Having [Roach] take on this leadership role at the executive level will ensure that we have a global vision on our women’s business all day, every day,” he said.

Her past experience encompasses over 15 years in roles where she handled creative duties, marketing, sales, and strategy. She also co-founded Box Creative Agency, a marketing and creative service focused on brand strategy and product launches. Her experience in the women’s department is also further validated from her work at Hurley where she was vice president of women’s marketing. During her work at Hurley and Nike, she also held various positions ranging from marketing to sales. Currently, she has a spot on the board of the Paul Walker foundation, which strives to protect wildlife and oceans.

Photos: Courtesy of Volcom