Alpha Industries announced the appointment of Matthew Pantoja as chief brand officer.

In the newly established role, Pantoja has global responsibility for the brand’s product, marketing and experiences across all categories, regions and channels. Pantoja reports to Michael Cirker, CEO, working closely with its Creative, Product and Merchandising departments, as well as its international partners.

“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.”

Since joining Alpha Industries in 2016, Pantoja has held multiple roles and responsibilities including VP, marketing & e-Commerce, sales, brand & business development, and has evolved the company from its roots as a military contractor to a lifestyle brand.

Pantoja began his career at Triple 5 Soul leading its marketing efforts and went on to work for brands including New Era Cap and Reebok. At New Era, he led its Urban Business Unit. As head of entertainment and influencer marketing at Reebok, he was responsible for strategies and activations for CrossFit and working with Creative Director Swizz Beatz for Reebok Classics.

“The Alpha Industries brand and the people here are special and passionate about the brand and its heritage. 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,” said Pantoja.