Gant appoints executive vice president of global brand
Gant has promoted Eleonore Säll to the role of executive vice president of global brand in a bid to give branding a stronger emphasis following a series of strong marketing campaigns.
Säll joined the fashion company in 2015 as global marketing director, and is currently responsible for the brand’s global marketing strategy.
In her new role, she will be part of the executive management team and drive a new focus on consumer insights and innovative marketing activities. She has been tasked with evaluating long-and short-term goals, increasing brand awareness and strengthening brand image.
She is familiar with the impact original marketing campaigns can have on the brand. In 2017, she helped launch Gant’s ‘Couple Thinker’s Youtube show, which followed Scottish American TV host Craig Ferguson and wife Megan as they talked with experts about topics ranging from the universe to healthy food.
The push into creative content continued with the debut of the brand’s ‘Flipping The Ladder’ documentary, which premiered on Tribeca Film Festival in May 2019.
“Throughout my career, I have worked extensively with digital transformation and measurability but also with purpose-driven communication. Partly because I think companies have a responsibility to use their space to raise social issues through the company’s values and challenge the status quo, something I think we’ve done with both Couple Thinkers and Flipping the Ladder,” Eleonore Säll, EVP of global brand, said.
“Both initiatives seek to provide content that people want to see instead of disrupting their viewing with commercials. By being part of the management team branding enters even earlier in the strategic process in Gant’s business plan, which means we can become even more innovative and efficient throughout the consumer journey.”
Brian Grevy, CEO of Gant, added: “Eleonore has a deep understanding of our target group and how we meet the consumer throughout the value chain. Her insights are invaluable in the decision-making process when Gant proceeds forward. Including Global Brand in the management team was an easy decision I am thrilled with.”
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