German designer brand Escada has poached an experienced marketing expert from Red Bull to become its new vice president of marketing and communications.
The high end label announced on July 13th that Marco Raab is to lead all marketing and communication activities of Escada from 15 August, particularly focusing on reshaping the brand “with a more contemporary edge”.
Raab, who has been described as a “digital-native” with an understanding of millennial mindset, joins from Red Bull where he held several brand, marketing and communications position over the last 10 years. He was most recently global marketing manager for special projects, tasked with leading innovation and change for the fast moving digital age.
At Escada, he will be part of the executive team and report to CEO Iris Epple-Righi.
“Escada is at an exciting point in its journey with Iris Epple-Righi as new CEO and Niall Sloan as Global Design Director. I was attracted by the idea of being part of this leadership team tasked with re-shaping the brand with a more contemporary edge. I have a passion for creative approaches and believe Escada’s brand and its strong heritage offers numerous opportunities to engage with our established clientele as well as excite new customers about the beauty of Escada’s products,” said Raab.
Escada CEO Iris Epple-Righi added: “Our vision is to build on Escada’s rich heritage in a relevant, modern and contemporary way and our marketing and communication is a very important part of this. We have the potential to reposition Escada at the cutting edge of fashion again and I believe Marco’s experience at Red Bull is extremely relevant for us.”
Escada is also set to welcome its new design director Niall Sloan on 1 August. Sloan comes from Hunter and has revealed he plans to focus on Escada’s fun, bold and feminine heritage.