Del Genes will relocate to Canton, Massachusetts, to assume to post of head of go-to-market for Reebok’s Womens division.
Del Genes, who spoke to Media about athletic brand building in Asia, has also held executive marketing and communications roles for the adidas brand in Asia-Pacific and in its global headquarters in Germany. According to her online profile, she has held her role at Reebok since November 2008, the time when she left her position as brand marketing director for adidas in the region.
Meanwhile, Mischler will take on the role of head of brand operations for Reebok, also based in Massachusetts. Replacing him in Asia-Pacific is Steve McPherson, who assumes the title regional brand director.
Based in Hong Kong, McPherson is charged with overseeing the Hong Kong-based merchandising and brand marketing teams, and will work closely with Reebok’s sales and product-creation divisions.
He joins the company from adidas Group, where he was the director of go-to-market strategy for sports performance marketing. He has additionally held the roles of national sales director for adidas Australia, and the Asia-Pacific sales director for the adidas Group.
Del Genes and Mischler's departures are part of a wider restructure across the region that sees Reebok’s Women’s, Men’s and Classic’s divisions adopt individual go-to-market directors, who will oversee marketing and merchandising. Currently, marketing for each of the categories falls under Del Genes, who will not be replaced, a spokeswoman for the brand said.
The spokeswoman added that news of the directors' appointments are expected soon, with the director for the Women's category coming from Reebok's global office and the directors of Men’s and Classic's marketing to come from within adidas Group Asia-Pacific.
Del Genes, who spoke to Media about athletic brand building in Asia, has also held executive marketing and communications roles for the adidas brand in Asia-Pacific and in its global headquarters in Germany. According to her online profile, she has held her role at Reebok since November 2008, the time when she left her position as brand marketing director for adidas in the region.
Meanwhile, Mischler will take on the role of head of brand operations for Reebok, also based in Massachusetts. Replacing him in Asia-Pacific is Steve McPherson, who assumes the title regional brand director.
Based in Hong Kong, McPherson is charged with overseeing the Hong Kong-based merchandising and brand marketing teams, and will work closely with Reebok’s sales and product-creation divisions.
He joins the company from adidas Group, where he was the director of go-to-market strategy for sports performance marketing. He has additionally held the roles of national sales director for adidas Australia, and the Asia-Pacific sales director for the adidas Group.
Del Genes and Mischler's departures are part of a wider restructure across the region that sees Reebok’s Women’s, Men’s and Classic’s divisions adopt individual go-to-market directors, who will oversee marketing and merchandising. Currently, marketing for each of the categories falls under Del Genes, who will not be replaced, a spokeswoman for the brand said.
The spokeswoman added that news of the directors' appointments are expected soon, with the director for the Women's category coming from Reebok's global office and the directors of Men’s and Classic's marketing to come from within adidas Group Asia-Pacific.
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