Derek Koenig is a global marketing executive whose career has been shaped by an unyielding passion for storytelling, strategic transformation, and inspiring teams to reach unprecedented heights. For over three decades, Derek has championed brand elevation through creative innovation, cross-border leadership, and digital evolution—proving time and again that bold thinking, paired with operational rigor, leads to industry-defining results. Whether scaling iconic lifestyle brands or transforming in-house creative cultures, Derek’s career reflects a deeply held belief: authentic connection is the cornerstone of enduring impact.
His most recent tenure as VP of Marketing for APAC at The North Face saw Derek stationed full-time in Shanghai, China, leading an ambitious expansion across Asia-Pacific. Charged with doubling revenue within two years, Derek and his team achieved 35% year-over-year growth, transforming a $450M region into a $1B business powerhouse. Under his leadership, the brand’s “Best of Both Worlds” platform redefined retail and digital convergence while preserving a 25%+ margin—an exceptional feat in the hyper-competitive outdoor category. He revitalized the Summit Series product line with athlete-driven performance experiences, coupled with a revolutionary digital engagement conversion platform and loyalty membership program. The performance positioning created a halo effect that reinvigorated the entire product portfolio and elevated lifestyle consumer engagement, driving significant growth for the “Urban Exploration” fashion and collab brand extensions.
A hallmark of Derek’s leadership is his ability to create thriving team cultures globally. In Shanghai, he transformed a 72-person team into a high-performing, brand-centric innovation engine. Their work spanned 600+ retail store redesigns, a 6-million-member loyalty program overhaul, and a slate of breathtaking campaigns across Trail Run, Climb, Hike, and Snow categories. Notably, Derek championed the use of AI content development and performance marketing strategies, which drove record-breaking ROI across digital, influencer, and EC channels. His efforts sparked more than 1.5 billion consumers to “Never Stop Exploring”—cementing the brand’s legacy across Asia.
Before The North Face, Derek served as Chief Marketing Officer and Partner at Buffalo Groupe, where he repositioned a traditional golf PR firm into a full-service creative agency serving the broader outdoor lifestyle category. Building a 45-person integrated marketing team, Derek drove a 500% increase in agency billings in under two years. His vision expanded Buffalo’s capabilities across digital, DTC, CRM, and influencer verticals, landing high-impact clients like the USGA and Ortholite. His ability to unite creativity with business development proved instrumental in transforming the agency’s identity and growth trajectory.
At Discovery Inc., Derek’s role as SVP and Head of the Global In-House Agency saw him at the helm of a 125-person creative organization supporting worldwide network brands with offices in LA, NYC, London, Paris and the HQ in Maryland.. He oversaw the development of award-winning campaigns that earned Cannes Lions, Webby Awards, and an Emmy, including immersive experiences for Shark Week and Discovery VR. He opened creative hubs in London, LA, and NYC, doubling the team’s output while integrating a dynamic, collaborative workflow that became a model across the industry. He also played a key role in marketing efforts during the Scripps Interactive acquisition, which doubled network viewership.
Derek’s experience spans both corporate and entrepreneurial settings. As the Founder and CEO of Two Step Consulting, he delivered strategic marketing solutions for marquee clients like Nike and Sony, while collaborating with pioneering creative firms like Victors & Spoils on crowdsourced campaign development. His role as CMO at Akoo TV had him leading strategy for the largest digital OOH TV network, reaching 46 million viewers and culminating in a successful acquisition. Throughout, Derek has demonstrated an exceptional capacity to pivot across industries and scale businesses from startup to acquisition.
Earlier in his career, Derek served as CMO for Vail Resorts, where he launched the groundbreaking EPIC Pass, driving record-breaking ski visits and growing pass sales revenue by 40% in a single season. He recruited Olympic gold medalist Lindsey Vonn as the face of the brand and directed the centralized marketing engine that generated over $600M in revenue. His innovative approach blended data insights, influencers, strategic partnerships, and emotional resonance—an approach that has remained a defining characteristic of his leadership style.
Derek also made a lasting mark at AOL, Sony Electronics, and Discover Card, where he held senior roles overseeing nine-figure marketing budgets. At AOL, he reversed declining subscription trends and created top-performing Super Bowl campaigns. At Discover, he launched the “Slightly Smarter” brand platform, adding five million cardholders and earning Adweek’s Top Campaign of the Year recognition. These foundational experiences honed his ability to lead with both creative intuition and financial acumen.
His career began at iconic agency Leo Burnett, where he led globally recognized campaigns for Altoids, Pillsbury, McDonald’s, and P&G. He transitioned seamlessly from copywriter to global account supervisor, blending craft and client focus in a way that still informs his executive style today. Throughout all of these roles, Derek’s trajectory has been defined by a commitment to innovation, team-building, and driving meaningful connections between brands and consumers.
Derek holds both an MBA in Marketing/Corporate Strategy and a BA in Economics from the University of Michigan. He remains closely involved with the university as an Alumni in Residence at the Ross School of Business. Fluent in Spanish and a seasoned international leader, he brings a deeply multicultural lens to every engagement, helping brands thrive in dynamic global markets.
He is now focused on strategic advisory opportunities, board roles, and executive mentorship that allow him to share his expertise in brand transformation, performance marketing, and cross-border growth. With a relentless curiosity and a deep appreciation for team empowerment, Derek is committed to fueling purpose-driven growth wherever the journey leads.
Character:
Derek brings integrity, humility, and an unwavering commitment to the teams and missions he serves. He leads with authenticity, empowers others with purpose, and continuously inspires through action and example. His ability to nurture talent while staying grounded in core values makes him a respected and beloved leader across cultures and industries.
Knowledge:
With more than 30 years of experience across the brand, agency, and media sectors, Derek possesses unmatched strategic, operational and creative expertise. He brings depth in digital transformation, brand architecture, international growth, social amplification and creative innovation. His leadership consistently reflects a strong command of both modern marketing dynamics and timeless business fundamentals.
Strategic:
Derek’s ability to scale organizations, reposition legacy brands, and build billion-dollar growth plans stems from a visionary mindset and disciplined execution. He consistently identifies market white space and mobilizes cross-functional teams to realize ambitious goals. His career is a testament to long-range thinking, agile leadership, and high-impact decision-making.
Communication:
A gifted storyteller and communicator, Derek knows how to align internal teams, inspire consumers, and connect stakeholders with a brand’s core purpose. From executive boardrooms to international campaign launches, he delivers clarity, conviction, and creativity. His talent for messaging extends beyond marketing—it drives culture, inspiration, and momentum.
