K-Swiss appoints VP marketing, e-commerce for Americas region
K-Swiss, owned by China-based Xtep International Holdings Ltd, has announced the appointment of Kate Minner as its new vice president of marketing and e-commerce for the Americas region.
As part of the role, she will lead the day-to-day of the Americas for all areas, including the K-Swiss direct-to-consumer (DTC) platform, with a key focus on building on the brand’s extensive wholesale portfolio across sport, fashion and lifestyle including performance tennis where it excels. Moreover, with a rapidly growing DTC site, Minner will also implement strategic objectives to build the emotional connection with the brand’s consumers and elevate the purchasing experience.
“I’m so excited to be joining the K-Swiss team and to help drive the growth of this iconic heritage brand. The legacy began in 1966 and now 55 years later, we will continue to engage the next generation of consumers to maintain the position as the leading tennis footwear brand,” said Minner.
Minner has held leadership roles at Lacoste Footwear, William Grant & Sons, and L’Oreal. With 20 years of global market operating experience, she has a consistent record of positioning brands for success, with experiences that engage consumers, and build brands. She brings extensive knowledge in brand development, as well as campaign creation, PR, digital and experiential activations to the team.
Previously, she aimed to engage a more fashion-conscious consumer with comprehensive seasonal campaigns that focus on developing and driving brand strategy and fostering key partnerships. She organized collaborations with partners like goop and John Legend connecting brands to both new and existing consumers.
Most recently, Barney Waters left his role as president after 12 years with K-Swiss to join Los Angeles-based eyewear lifestyle brand Garrett Leight California Optical. K-Swiss has since tapped Dave Grange as international brand president. Grange was most recently VP of sales at K-Swiss.
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