Outdoor brand Patagonia has hired Alex Beasley (pictured) as its manager for the UK and Ireland, reporting to European sales director Gianluca Pandolfo.

He joins from Nativve, a digital marketing consultancy he founded in April 2014, and he has also worked for North Face as its manager in the region.

Patagonia is restructuring its European arm, hiring Mr Pandolfo in May and Michael Austermühle to look after Germany and Austria in June.

“Alex’s experience – combined with his passion for the sports we serve – will be an ideal combination as we strengthen partnerships across the UK & Ireland”, said Ryan Gellert, Patagonia manager for Europe, Middle East and Africa.

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