ASICS Europe enhances marketing team with two new hires

ASICS half-year

Sportswear retailer ASICS has enhanced its EMEA marketing team with the appointment of Robin Karakash as integrated marketing communication director and Olivier Mignon as sports marketing director.

In Karakash’s newly-created position, he will head up an integrated marketing communication team and will report to ASICS EMEA marketing vice president Björn Hamacher.

Karakash will be tasked with delivering consistent brand messaging across traditional and digital marketing channels as the company looks to provide a seamless brand experience through digital content creation, social media, media planning, PR, community management, entertainment management and digital services.

Meanwhile, Mignon will be responsible for developing ASICS‘ major sports marketing assets and reinforcing the brand‘s leadership position in key performance categories such as running, tennis, athletics and indoor.

Mignon’s overall objective will be to support ASICS‘ global sports marketing plans in the “Road to Tokyo 2020″, as well as for other key sporting events.

He will also report to Hamacher.

“We are extremely excited about the appointment of Robin and Olivier, both being well-experienced marketeers with strong track-records,” Hamacher said.

“Our ambitions are high for the new EMEA marketing division and the addition of Robin and Olivier is only the beginning of our journey to connect in a more meaningful way with our ASICS target audience and provide them with content and experiences, which truly matter to them.”

Before joining ASICS, Karakash was managing director of the international creative agency VCCP Berlin where he worked with ASICS on several campaigns.

He also managed the brand solutions and insights creative unit at VIACOM. Before that, he spent seven years at Coca-Cola.

Mignon‘s most recent role was business performance manager at ASICS Region South West. Prior to that, he was senior marketing manager and sports marketing manager for ASICS France.

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