Boody’s chief marketing officer departs after three years
The chief marketing officer of sustainable underwear brand Boody has departed the business after nearly three years, Mumbrella can reveal.
Ruth Haffenden joined Boody mid-2022 as its global head of brand and marketing, after working agencyside for a number of years, including as managing partner of The Works. Then last year, she was promoted to the CMO role.
She confirmed her departure on Monday morning.
“Steering Boody’s global marketing and product strategy has been an extraordinary journey,” she told Mumbrella.
Under her leadership, the brand took on a repositioning, it expanded into international markets, she led award-winning campaigns, created bold campaigns that challenged the status quo, and built an “unbelievably” loyal community.
“I’m immensely proud of all we’ve accomplished, deeply grateful for the exceptional Boody team, and excited for what’s next—for both Boody and myself,” Haffenden said.
Daniel Small, chief digital officer at Boody, told Mumbrella that Haffenden has been instrumental in the brand’s growth and evolution over the past three years, “leading award-winning campaigns and creative initiatives that have made a lasting impact”.
He said: “Her leadership, vision, and ability to inspire teams have helped shape the brand’s success, and as Boody enters its next phase, we’re deeply grateful for her contributions and excited to see what she does next.”
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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