TRUEWERK, the performance workwear brand built for modern trades professionals, today announced two additions to its leadership team: Dane Howell as Senior Vice President of Business to Business Sales, and Pamela Jabalera as Vice President of Planning and Inventory Management. The appointments come as TRUEWERK continues to scale its operations and expand its market reach, advancing its mission of building the world’s most technical, high-performance workwear.
“TRUEWERK has built tremendous momentum, and the opportunities ahead of us—across wholesale, enterprise and our broader omnichannel business—are accelerating,” said Glenn Silbert, CEO of TRUEWERK. “Dane and Pamela bring leadership capabilities that will help us turn that opportunity into sustainable growth. Dane will help us build a differentiated B2B platform and deepen how we serve our partners, while Pamela will strengthen the planning and inventory disciplines required to put the right product in the right place at the right time. Both are proven leaders and builders, and I’m incredibly excited to welcome them to TRUEWERK.”
Dane Howell, Senior Vice President of Business to Business Sales
Howell brings more than two decades of sales and commercial leadership experience across leading performance and outdoor brands. Most recently, he served as Chief Revenue Officer at Otter Products. He previously held senior sales and commercial leadership roles at Dickies and The North Face, both VF Corporation brands, where he was responsible for leading multiple channels across the Americas. Howell also held sales and marketing leadership positions at Smartwool and Oakley earlier in his career.
“I’ve long admired TRUEWERK for its innovative products and relentless focus on the consumer. I’m thrilled to join the team at such a pivotal stage of growth and look forward to building on the incredible work already underway to serve our B2B customers,” said Howell.
In his role as SVP of B2B, Howell will lead TRUEWERK’s wholesale and enterprise businesses, including channel strategy and organizational development. He will also work across Product, Merchandising, Planning, Operations, Marketing and Finance to build the capabilities and accountability required to scale TRUEWERK’s B2B platform and deliver an exceptional experience for its partners and customers.
Pamela Jabalera, Vice President of Planning and Inventory Management
Jabalera brings nearly two decades of global planning and inventory management experience to TRUEWERK, having worked with notable footwear and apparel brands across the globe. Most recently, she served as Senior Director of Global Supply and Inventory Management at Crocs, Inc., overseeing operations across Americas, Europe and Asia. Earlier in her career, Jabalera held leadership roles in merchandise and demand planning at PVH Corp., spanning the Tommy Hilfiger and Calvin Klein brands across EMEA, as well as foundational planning roles with Reebok and Nestlé.
“I’m excited to help build the operational capabilities that will drive TRUEWERK’s next phase of growth, ensuring we deliver the right product to our customers exactly when and where they need it,” said Jabalera.
In her role as VP of Planning and Inventory Management, Jabalera will lead TRUEWERK’s end-to-end planning and inventory strategy, overseeing demand planning, supply planning and procurement, Sales & Operations Planning (S&OP), and capacity management to support the company’s omnichannel growth. She will report to Chief Operating Officer Matthew Raleigh.
About TRUEWERK
Founded in 2015, TRUEWERK has been a challenger brand in the workwear space, replacing heavy, outdated materials with technical, performance-driven apparel built for real jobsite conditions. The brand continues to support trade professionals through technical innovation, community partnerships, and a commitment to building gear that helps people do their best work. Learn more at www.TRUEWERK.com
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