Tina Rolén appoints the Swedish outdoor brand Fjällräven as Global Marketing Director.
Rolén succeeds Alexander Matt, Fjällräven said at the end of January. Matt remains in the company in the transition phase before “withdrawing to spend more time with his family”.
The new marketing director has experience in the field of marketing and at the management level of sporting goods and outdoor brands. Among other things, it was a marketing director for the Nordic countries at the Herzogenaurach sporting articler Adidas, Vice President of Marketing for Europe, the Middle East and Africa at the outdoor provider The North Face and the shoe brand Vans. She also built up the global marketing team for the Sportswear-Line Move of the Swedish fashion fillialist H&M. Most recently, Rolén Vice President Marketing was at the Outerwear specialist Peak Performance.
“It brings a strong and proven leadership as well as a value and business-oriented approach that matches our brand ethic,” said Fjällräven CEO Martin Axelhed. “Your comprehensive experience and passion for nature make you the right manager to drive our marketing strategies forward and further strengthen the position of Fjällräven. I would also like to express my deepest thanks for the work he has done for the brand in recent years. ”