Reorganisation at Haglöfs adds new recruits and lead agency
13/11/2019
Victor Adler (pictured) has stepped into the role of global marketing director. Prior to this, he was business development manager for the company. In his new role, Mr Adler will “ensure consistency in our marketing approach, will provide the necessary leadership to the team and will make sure that we are internally aligned,” according to CEO Carsten Unbehaun.
In January, Pernilla Holmgren will begin her role as seasonal campaign manager for spring/summer. Formerly with Adidas, Ms Holmgren is said to bring trade marketing and category management experience from inside and outside of the sporting goods industry.
Wouter Lugard, formerly the category marketing manager in core performance sports for ASICS EMEA, is taking over as the new head of trade marketing.
In December, Troels Iversen will join the trade marketing team as online account trade marketing manager. Previously, he worked for Carlsberg and DZ Nordic, a ski brand distributor in Denmark.
The company is boosting its regional marketing expertise by bringing on Linn Ekerbring, who will move over from ASICS Scandinavia to temporarily take up the role of marketing manager (SW, FI, DK). Thomas Geier will join as marketing manager (DE); Mr Geier has previously worked for Red Bull and for Rheinsport.
Copenhagen-based advertising agency Ocean has been appointed as Haglöfs’ new global lead agency.
“Our new team setup, together with Ocean as lead agency, makes us well equipped to drive brand awareness and brand heat among our target groups on an international level,” said Mr Adler. “I’m very excited to have the whole team on board and to present our first global marketing campaign, developed by Ocean, to our consumers and customers early next year.”
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