C&A Brasil has appointed Cecília Preto Alexandre as the new Chief Marketing Officer (CMO). In the future, the experienced marketing expert will report directly to the CEO of the Brazilian national company, Paulo Correa, as the company announced on Friday.
In her new role, Preto Alexandre is intended to further promote the ongoing brand transformation of the fashion brand. According to the announcement, the focus of her agenda is to “intensify the relationship between C&A to his state: to revive the authentic shine of the brand and to strengthen the emotional bond with customers”. In addition, it should accompany the implementation of the company -wide strategy “Energia” – the foundation of current further development – and strengthen the brand position “A Gente SE Encontra NA C&A” (German “You meet at C&A”). This is intended to anchor C&A as a place of self -development and meaningful customer experiences at all points of contact.
“C&A is in one of the most important phases in its history,” said Correa. “As part of a strategic change, the company affirms its essence and establishes itself as a brand that is increasingly connected to its time and its customers. The arrival of Cecília supports this process with a strategic vision that is closely linked to our future course. Above all, our customer benefits a C&A that is closer to her needs in her everyday life in everyday life. Brand experience. “
Cecília Preto Alexandre has more than 20 years of experience in leading companies in the consumer goods industry. Most recently, she worked as a senior marketing director Mainstream & Economy at Heineken Brasil. Other stations of her career were power of Heinz, BRF, Ambev and Mondelēz International in France (Lu France).
C&A has been active on the Brazilian market since 1976 and currently operates 333 branches across the country and its own e-commerce channel.