In the midst of its steepest growth curve and marketing and product success in two decades, Reebok has undergone a major restructuring of its global brand marketing group, developing strategic business units to manage the company’s categories.

 

In an internal memo obtained by Sports Executive Weekly, the company announced that Katrin Ley, VP of brand strategy and business development, and Rich Prenderville, head of global brand marketing, were leaving the company. 


The memo indicated that Michelle Moorehead has been appointed as the new head of brand strategy and marketing operations. Most recently, she spent two years in a general management role leading the Nike Kids business. She also spent more than three years as VP, strategy and performance management for Target Corp.


Reebok will be forming a kids SBU and hiring a new head for that business. The person leading the kids SBU will report directly to Moorehead.


Martina Jahrbacher, the former head of women’s marketing, has been promoted as head of women’s sport SBU.  She will be responsible for leading and steering the development of marketing, product and go to market strategies for the SBU. Martina worked for six years on the Adidas brand, 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. Martina joined the Reebok team in March 2010.


Chris Froio has been appointed as head of fitness, responsible for developing and implementing the Reebok fitness strategy. Chris 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. Chris first joined Reebok in 1992 and has held senior level positions for the brand over the years. 

Yan Martin has been appointed head of men’s sport SBU, responsible for leading and steering the development of marketing, product and GTM strategies for the SBU. Yan joins Reebok from Reebok-CCM Hockey where he most recently held the position of VP, product and marketing for both the Reebok and CCM brands. 


Viktoria Wallner has been appointed as head of marketing communications. Viktoria will be responsible for developing and producing integrated marketing and communication concepts that drive the brand and meet the needs of all the respective SBU objectives. Viktoria most recently held the position of head of digital marketing.
Corinna Werkle has been appointed head of apparel. She will work in close collaboration with the SBU Heads to develop the marketing, product and GTM strategic business plan for the SBUs. 

 
The new appointments will all report to Reebok brand chief marketing officer Matt O’Toole.