Arena appoints Kamila Pilwein as global marketing director
Arena's new global marketing & trade marketing director is very familiar with the aquatic world. Born in the Czech Republic, Kamila Pilwein has built her marketing career working for various board sports brands owned by the Boardriders group: first at Quiksilver, then at Roxy, before branching out into the world of skateboarding at DC Shoes. Recently, she was in charge of EMEA channel marketing for the Boardriders group, overseeing the marketing activity of the group's six brands: RVCA, Billabong, Quiksilver, Element, Roxy and DC Shoes.
Pilwein has now left the Boardriders headquarters in the south-west of France to move to Tolentino in Italy. Her mission will be to strengthen Arena’s brand coherence both within the swimming domain and outside it.
“Our goal at Arena is to improve everyone’s quality of life by promoting and enabling an active lifestyle, in and by the water,” said Peter Graschi, CEO of Arena. “Kamila has a unique set of skills and experience to help us achieve our objectives, not only through brand strategy, leadership and a deep understanding of consumer-centric marketing, but also through her digital-first content approach. We're excited to have someone with her talent and vision on board at Arena to drive our company forward,” he added.
Pilwein reports to Giuseppe Musciacchio, Arena’s deputy managing director. She is tasked with developing an innovative, coherent strategy for Arena's relationship with retailers, as well as for the brand's direct relationship with consumers. The international expertise Pilwein acquired at Boardriders ought to be an asset for deploying this approach on a global scale. Pilwein is fluent in Czech, German, English, Spanish and French, and is expected to rapidly acquire a good grasp of Italian.
Arena was founded in 1973 and is now owned by Swiss investment company Capvis. The company does not disclose its consolidated results.
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