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Published
Jan 23, 2019
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Under Armour appoints Tchernavia Rocker as chief people and culture officer

Published
Jan 23, 2019

Under Armour, Inc. has named Tchernavia Rocker as its new chief people and culture officer, effective February of this year. 


Rocker joins Under Armour after spending over 18 years in HR leadership roles at Harley-Davidson. - Via Harley-Davidson


In her new role, Rocker will lead all facets of the company's human resources department and will partner with the executive leadership team to advance and execute Under Armour's people and culture strategy.  She will report directly to chairman and CEO Kevin Plank. 

With an extensive combined history in both the business world and the non-profit sector, Tchernavia comes to the company at a crucial time as it attempts to recover from controversy, following a Wall Street Journal report that said Under Armour employees used company money to pay for adult entertainment, limousine services and gambling.

"Tchernavia brings deep industry experience in building best in class HR operations while developing strong workplace culture rooted in brand, values and transparency," said Plank in a press release. 

Rocker joins Under Armour from Harley-Davidson, Inc. where she spent over 18 years in HR leadership roles, most recently as the vice president and chief human resources officer.

At Harley-Davidson, Tchernavia was responsible for crafting the direction of the company's workforce strategy and implementing its execution, specifically in areas such as organizational effectiveness, employee value proposition and experience, organizational and performance management, leadership development and employee relations.

She currently serves on the Board of Directors for Girl Scouts of Southeast Wisconsin and Boys & Girls Clubs of Greater Milwaukee, in addition to being a member of HR Policy Institute, the Society for Human Resource Management and the National Black MBA Association.

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