Alpha Industries appoints chief brand officer

By

Jennifer Braun

Published
Jan 25, 2022

Alpha Industries announced on Monday the appointment of Matthew Pantoja as chief brand officer, effective immediately.

In the newly established role, Pantoja will be responsible for the brand’s product, marketing and experiences across all categories, regions and channels. He will equally oversee the company’s global brand building, working closely with the creative, product and merchandising departments, as well as its international partners.

Pantoja joined Alpha Industries in 2016 and has held multiple roles including VP of marketing & e-commerce, sales, brand & business development. He will continue to report to Michael Cirker, chief executive officer. 

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"Matt is an exceptional marketer who has helped our 60 year old company evolve in a new age of branding and culture” said Cirker. "Matt has taken on increased leadership responsibilities within Alpha and has demonstrated strong, strategic expertise and the ability to lead. We are recognizing Matt’s excellence across multiple aspects of the Alpha Industries organization with the new role of chief brand officer.”

Pantoja began his career at streetwear brand Triple 5 Soul leading its marketing efforts and went on to work for iconic brands such as New Era Cap Company and Reebok. At New Era, Pantoja led their Urban Business Unit, which became the largest for the brand. 

Likewise, at Reebok, as head of entertainment and influencer marketing, he was responsible for generating energy for the brand with strategies and activations for their initiatives such as CrossFit and working with creative director Swizz Beatz for Reebok Classics.
 
“The Alpha Industries brand and the people here are really special and passionate about the brand and it’s heritage," Pantoja added. "They continue to accept the challenges we face and are constantly pushing the brand to evolve. I am grateful for the opportunity they’ve given me and excited to continue to help shape Alpha’s future.”