Senior leadership changes at Nike, announced May 24, include shifting Heidi O’Neill to president of consumer, product, and brand from president of consumer and marketplace; moving Jordan Brand President Craig Williams to president of geographies and marketplace; and expanding the responsibilities of CFO Matthew Friend to include procurement, global places and services, and demand/supply management.

O’Neill, a 24-year company veteran who will now have both global brand marketing and sports marketing report to her, will lead Nike’s global product engine going forward as she integrates brand marketing storytelling in her new role. Meanwhile, Williams, who has spearheaded a doubling of Jordan Brand revenues over the last four years, will now lead Nike’s four geographies and marketplace across its direct and wholesale segments. Sara Mensah, most recently VP/GM of North America, takes over as president of the Jordan Brand.

Elsewhere, Converse CEO Scott Uzzell moves to VP/GM of North America reporting to Williams. Jared Carver has been named the new CEO of Converse. Additionally, Nike COO Andy Campion is shifting to a new position and role as managing director for strategic business ventures where he will assist in the pursuit of new company business opportunities and oversee Nike Virtual Studios (NVS). Meanwhile, Michael Spillane, president of consumer creation, is scheduled to retire later this year after 16 years with the company.