Under Armour appoints its first chief consumer officer

Under Armour has appointed Massimo Baratto to the newly created role of chief consumer officer.
Prior to joining Under Armour, Baratto served as chief executive of Oberalp Group.
// Sportswear brand Under Armour has appointed Massimo Baratto to the newly created role of chief consumer officer
// In his new position, Baratto will oversee all aspects of Under Armour’s consumer strategy

Under Armour has appointed Massimo Baratto to the newly created role of chief consumer officer.

Baratto has been working with the business since 2018 as managing director of the company’s Europe, Middle East and Africa region.

In his new position, he will oversee all aspects of Under Armour’s consumer strategy which will also include responsibility for global marketing, ecommerce and retail.

Under Armour president and chief executive Patrik Frisk said: “Today’s announcement underscores our commitment to delivering an ecosystem capable of deepening our connection with focused performers, inspiring them wherever and whenever they choose to engage our brand,”

“Massimo’s global leadership skills, digital expertise, and significant experience building brands through understanding consumer behaviour will be a great enabler in strengthening our ability to innovate and enhance our position as one of the world’s preeminent athletic performance brands.”

Prior to joining Under Armour, Baratto served as chief executive of Oberalp Group where he was credited with achieving significant growth for the Salewa, Dynafit, Wild Country, and Pomoca brands.

In addition to this, Kara Trent will succeed Barrato as head of Under Armour’s of EMEA region.

Taking the title of general manager EMEA, she has worked with the business for seven years and most recently led the merchandising and planning functions for the EMEA region.

Prior to Under Armour, she served in various merchandising, planning and buying roles at PUMA and Reebok.

The retailer has also announced that its chief marketing officer, Alessandro de Pestel, will be leaving the company next February to pursue other opportunities.

Frisk added: “We appreciate the disciplined approach and consistency that Alessandro has contributed during our transformational journey. By helping us build a holistic strategy around consumer-centricity and significantly elevating our reach to focused performers, Under Armour’s global brand consideration is increasing.”

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