TRENDSETTER: Reebok’s Head of Marketing, Celine Del Genes, discusses how marketing helps consumers get closer to sports
Celine Del Genes has only been in her role at Reebok Asia Pacific just over a year, but in that short time, she has revolutionized brand thinking and marketing structure—in the midst of a more-than-challenging economic climate. In addition to redirecting her team toward marketing excellence, her contributions have led to growth in Japan, Korea and Hong Kong, while maintaining Reebok's strong position in India as the market leader.
Despite limited resources, she has driven the Reebok brand to a new level of awareness in the region.
In a recent interview, she touched upon Asia's sports market changing since Beijing Olympics to allow consumers be closer to sports. To Del Genes, this means enabling brands to communicate with customers in a way that was never done before. She has been proving her point with a number of successful programs targeting women across various Asian markets.
She has capitalized on the Reebok's unique partnership with Cirque du Soleil, JUKARI Fit to Fly fitness program, across key Asian cities to introduce fun in working out. Del Genes says a key part of her marketing leadership role is to best represent Asia Pacific markets in Reebok's global conversations in order to empower local markets to succeed.
Celine Del Genes, a native of France, started her career in communications at adidas AG's (the mother company of Reebok International Ltd.) German headquarters a decade ago. She then moved to Hong Kong in 2005 following a promotion as Brand Marketing Director for adidas Asia Pacific, where she played a significant role in the award-winning adidas Beijing Olympics campaign.
She was also named an Internationalist of the Year for her accomplishments in 2009.
To reach more about Marcelo Salup’s interviews with Levi’s first Worldwide Chief Marketing Office, see the next edition of The Internationalist, mailing now. If you would like to subscribe, please click here.
