Gemma Rhodes is Senior Director of Direct to Consumer (DTC) EMEA at New Balance, where she leads the brand’s e-commerce, retail store, and marketplace business across the region. With more than 20 years of experience in e-commerce and retail, she has built a career driving digital growth, enhancing customer experiences, and delivering strong commercial results for leading consumer brands. Since joining New Balance in 2016, Ms. Rhodes has held a series of progressive leadership roles, helping to shape and expand the company’s direct-to-consumer strategy throughout EMEA.
 
Known for her strategic mindset and customer-first approach, Ms. Rhodes combines deep commercial expertise with a collaborative and people-focused leadership style. Throughout her career, she has successfully led digital transformations, built high-performing teams, and delivered significant business growth in fast growing local and global businesses.
 
A passionate advocate for innovation in retail and e-commerce, she brings extensive experience working across multi-channel environments and navigating the rapidly evolving consumer landscape. Ms. Rhodes’ ability to balance strategy, execution, and team development has made her a respected leader within the industry and a driving force behind the continued growth of direct-to-consumer businesses in EMEA.