Legends today announced the appointment of Victoria Hawksley to the new role of Vice President, International Retail, where she will oversee all merchandise operations and strategy for Legends’ rapidly expanding business. Working closely with Legends’ corporate headquarters in London, Hawksley will lead Legends’ comprehensive event retail and merchandising vertical solution, across e-commerce, in-venue retail, large scale live events, brick and mortar store operations, and custom merchandise. She will be responsible for developing innovative merchandising strategies for Legends’ roster of world-class clients, including the newly launched omnichannel retail program for Real Madrid.
An industry leader, Hawksley joins Legends after 14 years with Tottenham Hotspur Football Club, a fan-first organization known for its success both on and off the pitch. For Tottenham, 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.”
“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,” said Hawksley. “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.