Coleman EMEA (Europe, Middle East & Africa) has appointed Paul Stratta as Commercial Director for its Europe North division with responsibility for both the Coleman and Campingaz brands in its subsidiaries Coleman UK Ltd and Coleman Benelux B.V. The new role is an additional role for Mr Stratta, who already holds the post of Coleman Brand Director, EMEA.
His new additional responsibilities form part of Colemans continuing EMEA region restructure with the development of three commercial operating units, being Europe North, Europe West and Europe East/South. The current wave of changes is indicative of the companys aggressive pan-European growth strategy, whereby, Mr Strattas wealth of international commercial experience will help to reinforce both the Coleman and Campingaz propositions in the Northern European territory. This new role, coupled with the role of Coleman Brand Director, promise a truly integrated synergy for the Coleman brand across the entire EMEA region.
On his role, Mr Stratta commented “I am delighted to join Coleman at an exciting juncture for the brand throughout EMEA. Both the commercial and brand remits offer a robust platform to sync the commercial realities of Europe North, with the brands passionate commitment across EMEA to become The Outdoor Company at trade and consumer level. Our goal is to spark a resurgence in consumer thinking about healthier lifestyles, getting more people outside more often, reconnecting with nature, improving fitness, and critically, stimulating a healthier life balance, in addition to helping build relationships, especially within families.”
Mr Stratta joined the company in September 2006 as Brand Director for the Coleman brand across the EMEA region. Then a newly created position, it emphasizes Colemans commitment to investing in the commercial side of the business, a commitment at both a trade and consumer level that will see a 25% increase in marketing investment this year. In addition to incremental marketing monies, Coleman is also supporting increased diversification into new channels through key appointments such as Mr Strattas.
Mr Stratta brings with him extensive global commercial expertise stemming from senior level positions held in both the sporting goods and consumer products industries in the United States, Latin America and most recently here in Europe. He joins Coleman EMEA from the BMR / Slendertone Group, where he successfully re-launched its consumer business in Europe. Amongst other experience, he has worked for Coleman's Latin American subsidiary, as well as Hi-Tec Sports in the UK, and a Nike JV partner in Argentina and Brazil.
In addition to client side experience, Mr Stratta also worked at advertising agency giants Saatchi & Saatchi, and BBDO Advertising, in California. He is multi-lingual and holds an MBA in Marketing and International Business from the prestigious Northwestern University's Kellogg School of Management in Evanston, Illinois, ranked by The Economist and Businessweek as the # 1 MBA program worldwide over the last two decades.
