Mariano Alonso

Mariano Alonso is Vice President and General Manager EMEA of The North Face, the outdoor brand of VF Corporation. He has led the brand in Europe, the Middle East and Africa since January 2023.

He has spent his whole career in sporting goods and footwear. Alonso started at Nike in 1998 and stayed until 2007, moving through category and regional sales roles to become sales director for Northern Europe. He then ran Northern, Central and Eastern Europe and Asia as general manager for Camper.

In April 2014 he joined VF as vice president of sales for Timberland EMEA, in charge of sales to the large markets and distributors of the region. In 2019 he became vice president and general manager of Timberland EMEA. Four years later VF moved him to The North Face.