Spreadshirt has named Hugo Smoter as chief commercial officer (CCO) a newly created position. Smoter was earlier head of global marketing and takes on responsibility for the European and North American markets.

Smoter will be responsible for the commercial strategy and developing the commercial teams to achieve overall corporate goals.

This will involve building on the company’s three core areas; Spreadshirt's own and external marketplaces; partner and white-label shops and create-your-own initiative.

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According to Spreadshirt, he will be in charge of growing Spreadshirt’s long and short-term commercial success and market share and will be based at the company’s Boston, USA office.

"As CCO, my focus will be on continuing to build on our customer-centric approach and ensuring that the company’s marketing, product development and service units are aligned to our customers,” he said.