New appointment aims to re-establish Icebreaker - sportstextiles: Lea SportsTextiles

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New appointment aims to re-establish Icebreaker as a “challenger” brand

28/01/2016
Specialist merino apparel brand Icebreaker has appointed Carla Murphy as its new chief marketing and strategy officer. She will be based at the brand’s headquarters in Auckland, New Zealand, and will be responsible for developing all aspects of the brand’s strategy as it looks to grow its business in and beyond its core outdoor market.

Ms Murphy joins Icebreaker from Amer Sports, the Finnish parent group of a number of prominent outdoor brands including Salomon and Arc’teryx. She was vice-president of group’s women’s product lines. She joined Amer Sports in 2013 after extensive experience of working for a series of brands and agencies across many consumer sectors including sports, outdoor, lifestyle and grocery.

“I’m beyond excited for the opportunity to be a part of the next phase of such a pioneering brand and looking forward to re-establishing Icebreaker as the challenger brand founder, Jeremy Moon, brought to the market,” Ms Murphy said on taking up the post.


Related stories:

Icebreaker to open new Canadian store 24/09/2018
Icebreaker promises full transparency with new report 10/04/2018
VF completes deal for Icebreaker 04/04/2018
Icebreaker signs landmark deal with New Zealand merino wool growers 27/11/2017
Icebreaker strengthens North American team 03/08/2017
Arc'teryx and Salomon owner reports record sales 16/02/2016

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