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Under Armour Promotes EMEA Head to Newly Created Chief Consumer Officer Role

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Under Armour has named Massimo Baratto to the newly created role of EVP, Chief Consumer Officer, to oversee all aspects of Under Armour’s consumer strategy across global marketing, ecommerce and retail. Additionally, the retailer announced the upcoming departure of Chief Marketing Officer Alessandro de Pestel, who will leave in February 2022 to pursue other opportunities.

Baratto has been with Under Armour since 2018 as Managing Director of the company’s Europe, Middle East and Africa (EMEA) region. His previous experience includes 18 years at mountain sports brand conglomerate Olberalp Group, most recently as CEO where he helped grow the company’s slate of brands including Salewa, Dynafit, Wild Country and Pomoca.

“Today’s announcement underscores our commitment to delivering an ecosystem capable of deepening our connection with focused performers, inspiring them wherever and whenever they choose to engage our brand,” said Patrik Frisk, President and CEO of Under Armour in a statement. “Massimo’s global leadership skills, digital expertise and significant experience building brands through understanding consumer behavior will be a great enabler in strengthening our ability to innovate and enhance our position as one of the world’s preeminent athletic performance brands.”

Many major retailers have been adding C-level roles focused on boosting the customer experience and managing customer relations over the past several years. Janey Whiteside, a former American Express executive was hired as Chief Customer Officer at Walmart in 2018; and Tracey Brown, former Walmart/Sam’s Club Chief Experience Officer was hired as Chief Customer Officer for Walgreens in August 2021.

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Kara Trent, a seven-year Under Armour veteran, will replace Baratto the SVP/General Manager of EMEA. Trent has served in multiple roles at the retailer, including leading the merchandising and planning functions for the EMEA region, and brings prior experience from buying roles at PUMA and Reebok.

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