Reebok announced a major restructuring of its global brand marketing group, developing strategic business units to manage the company's categories, according to an internal memo obtained by SportsOneSource. Michelle Moorehead was named to the new role of head of brand strategy and marketing operations, Martina Jahrbacher was promoted to head of women's sport SBU, and Chris Froio was appointed head of fitness.
Most recently, Moorehead spent two years in a general management role leading the Nike Kids business. Reebok indicated that in the coming months it will be forming a Kids SBU and hiring someone to oversee that part the business. The person leading the Kids SBU will report directly to Moorehead. Moorehead also spent three years as vice president, strategy and performance management for Target Corp. She also worked as a consultant for McKinsey & Co., where she led projects across a variety of functions and industries with a primary focus on strategy, marketing and e-commerce in retail industries.
Moorehead's hiring was tied to the announcement that Katrin Ley had decided to step down from her position as VP of brand strategy and business development. Ley will remain a key part of the Adidas Group and the company is working to finalize her new role, according to a spokesperson.
Jahrbacher, as head of women's sport SBU, will be responsible for leading and steering the development of marketing, product and go-to-market strategies for the women's sport SBU. Jahrbacher joined Reebok in March of 2010 as head of women's marketing and has played a significant role in leading all of its women's marketing initiatives, including the “Tone While You Live Campaign” and its new endorsement deal with actress Eva Mendes. Jahrbacher also was credited with the further development of JUKARI and its partnership with Cirque du Soleil.
Before joining Reebok, Jahrbacher worked for six years on the Adidas brand. She was responsible for the development of the communications concept for Adidas by Stella McCartney and more recently, she led key initiatives within the global sales organization. Reebok will be looking to fill the position of head of women's marketing.
Chris Froio, as head of fitness, will lead the roll-out and growth of Reebok's CrossFit Gyms; Reebok CrossFit Games; the Reebok CrossFit e-Commerce platform; the Trainer Network and new products and content. Froio first joined Reebok in 1992 and has held senior level positions for the brand over the years. His most recent post was head of men's sport.
With Froio's transition, Yan Martin was appointed head of men's sport SBU, responsible for the development of marketing, product and go-to-market strategies for the men's sport SBU. Martin joins Reebok from Reebok-CCM Hockey where he most recently held the position of vice president, product and marketing for both the Reebok and CCM brands. Martin joined The Hockey Company in 2000.
Rich Prenderville, head of global brand marketing, has decided to leave Reebok to open his own brand consultancy, the memo noted. Prenderville first joined the Reebok brand in 1992 and in 1999 went on to join Adidas where he held senior level marketing roles working closely with Uli Becker. More recently, he was responsible for the advertising campaigns for EasyTone, ZigTech and Classics.
Viktoria Wallner has been appointed as head of marketing communications. Wallner most recently held the position of head of digital marketing.
Corinna Werkle has been appointed head of apparel. Werkle served as head of design, apparel for adidas in the early 90's where she was responsible for the international apparel and accessories ranges and led the licensed business for adidas during a five year stay in Asia. Fifteen years ago Werkle successfully established her own marketing and design office, 'The Dream Team' focused on designing and developing apparel ranges for top global brands in sport, lingerie and women's & men's sportswear.
