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Under Armour Names First Chief Consumer Officer

Massimo Baratto will oversee global marketing, e-commerce and retail




Under Armour (Baltimore, Md.) has appointed Massimo Baratto as Executive VP, Chief Consumer Officer, according to a press release. Baratto, who joined Under Armour in 2018, has served as Managing Director of the EMEA region.

“Massimo’s global leadership skills, digital expertise, and significant experience building brands through understanding consumer behavior will be a great enabler in strengthening our ability to innovate and enhance our position as one of the world’s preeminent athletic performance brands,” said President and Chief Executive Officer Patrik Frisk.

In the newly created role, Baratto will oversee the brand’s consumer strategy with responsibility for global marketing, e-commerce and retail. Kara Trent will succeed Baratto as Senior VP/General Manager of EMEA.

Jennifer Acevedo is the editor-in-chief and associate publisher of VMSD magazine.



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