Calvin Klein Taps Steven Wald­berg

The new con­sumer en­gage­ment exec pre­vi­ously was se­nior di­rec­tor, global com­mu­ni­ca­tions at Bul­gari.

WWD Digital Daily - - News - BY LISA LOCK­WOOD

The changes keep com­ing at Calvin Klein Inc.

Steven Wald­berg, for­mer se­nior di­rec­tor, global com­mu­ni­ca­tions at Bul­gari, has joined Calvin Klein as ex­ec­u­tive vice pres­i­dent, con­sumer en­gage­ment, a new post. He re­ports to Marie Gulin-Merle, chief mar­ket­ing of­fi­cer at Calvin Klein.

Wald­berg will be re­spon­si­ble for mar­ket­ing, pub­lic re­la­tions, com­mu­ni­ca­tions, so­cial and cor­po­rate so­cial re­spon­si­bil­ity. He takes over some du­ties for­merly han­dled by Rod Manley, who as re­ported, re­signed his post as ex­ec­u­tive vice pres­i­dent, in­flu­ence mar­ket­ing and com­mu­ni­ca­tions, to be­come chief mar­ket­ing of­fi­cer of Burberry, ef­fec­tive Jan. 7. Wald­berg will also take over some re­spon­si­bil­i­ties from Michael DeLel­lis, ex­ec­u­tive vice pres­i­dent, in­te­grated global mar­ket­ing, who moves into the new post of ex­ec­u­tive vice pres­i­dent, strate­gic mar­ket­ing ini­tia­tives and trans­for­ma­tion, also re­port­ing to GulinMerle. He will be in charge of global up­skilling in dig­i­tal-first mar­ket­ing and or­ga­ni­za­tional de­vel­op­ment. This in­cludes train­ing and ed­u­cat­ing the teams on skill sets spe­cific to mo­bile, so­cial, con­tent, data and e- com­merce.

The com­mu­ni­ca­tions team for­merly re­port­ing into Manley, as well as the mar­ket­ing leads, will now re­port to Wald­berg.

As chief mar­ket­ing of­fi­cer, GulinMerle also over­sees ar­eas such as vis­ual mer­chan­dis­ing, store de­sign, e-com­merce and con­sumer and mar­ket­ing in­sights.

Wald­berg’s hir­ing is a re­union of sorts. He and Gulin-Merle pre­vi­ously worked to­gether at L’Oréal. Prior to his Bul­gari role, Wald­berg was vice pres­i­dent, in­te­grated con­sumer com­mu­ni­ca­tions for May­belline

New York, a di­vi­sion of L’Oréal, and be­fore that was vice pres­i­dent, brand com­mu­ni­ca­tions at L’Oréal Paris USA. Be­fore join­ing Calvin Klein, Gulin-Merle was chief mar­ket­ing of­fi­cer of L’Oréal USA, and ear­lier was vice pres­i­dent, global in­te­grated com­mu­ni­ca­tions at L’Oréal Paris.

These moves are part of Klein’s strat­egy to cre­ate a modern, dig­i­tal and con­sumer-first brand.

As re­ported, Calvin Klein sent out com­mu­ni­ca­tion in De­cem­ber telling mag­a­zine pub­lish­ers that the com­pany will take a new “con­sumer-cen­tric” mar­ket­ing strat­egy that will see the brand shift to a dig­i­tal first, so­cially am­pli­fied model, with video the pre­ferred for­mat. Con­se­quently, Klein will be ex­it­ing pure print ad­ver­tis­ing ef­fec­tive next month, and all fu­ture part­ner­ships will be led by dig­i­tal con­tent. Klein will only con­sider print ads as a com­ple­ment to these pro­grams.

Mean­while, fol­low­ing the de­par­ture of chief cre­ative of­fi­cer Raf Si­mons late last month, the com­pany in­tends to ship the spring 209W39NYC col­lec­tion, ac­cord­ing to a spokes­woman. Calvin Klein won’t be show­ing a fall col­lec­tion dur­ing New York Fash­ion Week, as re­ported. How­ever, sources said Michelle Kessler San­ders, pres­i­dent of Calvin Klein and Gulin-Merle, are al­ready at work fig­ur­ing out a “halo” col­lec­tion for fall, and re­port­edly pre­sented their ideas to the board last month. The Klein spokes­woman de­clined com­ment about plans for the col­lec­tion go­ing for­ward.

Steven Wald­berg

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