Under Armour Adds Tommy Hilfiger’s de Pestel as CMO

Under Armour, Inc. announced the appointment of Alessandro de Pestel as Chief Marketing Officer as part of a plan to “drive growth through the implementation of strategic marketing activities and digital touchpoints to build brand equity and increase global market share.”

As a member of the company’s executive team and a direct report to President and Chief Operating Officer Patrik Frisk, de Pestel will lead all aspects of the company’s global brand marketing strategy. He will be based at the company’s global headquarters in Baltimore.

De Pestel has successfully developed brand equity and pioneered digital marketing across different cultures, nations and businesses. He has more than 20 years of high-level global experience in communications and global marketing. He most recently served as Executive Vice President of Marketing, Communications and Consumer Insights for Tommy Hilfiger Global/PVH Europe where he executed global alignment, planning and strategies to support the company’s product directives and initiatives.

Prior to that, de Pestel served as International Communications Director for Christian Dior Parfums in France and as vice president of global marketing for Omega Watches in Switzerland. He has also held marketing positions with Fila and Swatch.