Gymshark, the UK fitness apparel, sportswear and accessories manufacturer and retailer, promoted Carly Natalizia to the newly created role as chief digital officer responsible for end-to-end digital growth.

Natalizia joined Gymshark as vice president of marketing, International in 2022, leading Gymshark’s marketing team for the UK, EMEA and APAC. She was promoted to global marketing director in January 2024.

Gymshark said on LinkedIn that it “has moved to bring its entire digital customer journey into one place across digital marketing and digital experience, and we’re thrilled that Carly will head up this new function.

“Since joining us almost two years ago, Carly has made a huge impression on Gymshark and has brought so much knowledge, insight and impact to the brand. This new function will need very strong leadership, and we can think of no better person to lead this than Carly.”

In addition, Natalizia announced on LinkedIn that she will “define the global strategy for the digital ecosystem, maximizing the power of the brand and optimizing for awareness, activation, engagement, and retention.”

Before Gymshark, Natalizia was the chief marketing officer for The Very Group and held similar leadership roles in marketing at Virgin Money, NatWest Group and Bank of America.

Her appointment follows reports from Gymshark of plans in 2024 to expand into new markets and divisions, including launching its first premium athleisure range, a distribution deal with Selfridges and an expansion into Dubai and the Middle East. Gymshark will also host a 12-month pop-up store in New York City alongside events that it will carry out globally.

Images courtesy Gymshark