The American fiber manufacturer The Lycra Company has promoted Melissa Riggs, Director of Marketing for North America, to Chief Marketing Officer (CMO).
Riggs brings more than two decades of experience in building brands in the areas of consumer goods as well as clothing and shoe industry into their new role, including experiences with the Gore-Tex brand. Before Riggs 2022 came to Lycra, she worked for the Molson Coors Beverage Company for eleven years and specialized in partnership marketing and go-to-market planning for sales partners: inside.
“Melissa’s promotion reflects the importance that we attach to the expansion of the unique marketing skills of our company and the value that this brings for our customers: attached to the inside,” said Gary Smith, Chief Executive Officer (CEO) by The Lycra Company.
As CMO, Riggs will monitor the planning, development and implementation of brand and marketing initiatives that support the company’s business goals and growth strategies.
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