Under Armour has announced two new additions to its senior management team. The apparel and accessories specialist noted that these appointments will support Under Amour’s focus on growing and scaling its international business and broadening its expertise in strategic, global communications.
Massimo Baratto named Vice President and Managing Director Europe
Massimo Baratto will join Under Armour as Vice President and Managing Director of its European business, reporting to Chief Revenue Officer Charlie Maurath. Responsible for driving profitable growth, brand awareness and cultivating strategic partnerships in Europe, he will be based in Amsterdam.
Baratto brings nearly 30 years of international experience from a variety of industries, brands and regions. Most recently, he served as CEO of the Oberalp Group, the Italian-based owner of Dynafit, Pomoca, Salewa and Wild Country and international distributor of Under Armour, Speedo, Fischer, Spyder, Barts and Rip Curl. Since joining Oberalp in 2001, he served in various senior management roles, leading its portfolio of outdoor footwear, apparel and equipment brands. Prior to Oberalp, Baratto served in managing director roles for food and snack companies ZUEGG and UNICHIPS, respectively.
Kelley McCormick appointed Senior Vice President, Corporate Communications
Kelley McCormick will join Under Armour in a newly created position as Senior Vice President of Corporate Communications. As a member of the company’s executive team and a direct report to CEO Kevin Plank, McCormick will ‘lead the strategic visioning and execution for UA’s global corporate communications including corporate media relations and employee communications.’ She will be based at the company’s global headquarters in Baltimore.
Under Armour added that McCormick has successfully led complex campaigns for numerous corporate and non-profit organizations. She has more than 20 years of high-level strategic experience in corporate affairs, brand and reputation management, and public policy initiatives for leading companies in the consumer packaged goods, news and entertainment, biopharmaceutical, and food and beverage industries. She was most recently Managing Director at SKDKnickerbocker, an award-winning strategic communications agency.
“We are excited to add two talented senior executives to our bench, further strengthening our ability to build the Under Armour brand globally,” said Under Armour Chairman and CEO Kevin Plank. “Massimo and Kelley bring unique combinations of strategic expertise and vision to their respective roles. I look forward to their leadership and contribution as we enter our next chapter of growth.”
‘Designed to make all athletes better’, the Under Armour brand’s products are sold worldwide to athletes at all levels. The Under Armour Connected Fitness platform powers one of the world’s largest digital health and fitness communities through a suite of applications: UA Record, MapMyFitness, Endomondo and MyFitnessPal. The Under Armour global headquarters is in Baltimore, Maryland.
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