亞馬遜Andy Donkin將出任Under Armour首席行銷長
正當Under Armour的合作夥伴，美國金牌游泳好手菲爾普斯(Michael Phelps)在里約奧運又奪得金牌時，Under Armour總部發出了一項高層人事任命的消息。Under Armour宣布安迪唐金(Andy Donkin)將出任首席市場行銷長CMO的職位。
安迪唐金過去四年來，曾帶領著全球的網路零售龍頭亞馬遜開拓新市場，包括開發出Amazon Prime, Amazon FireTV, Amazon tablets, Amazon Kindle, Amazon Echo和Amazon retail等。
安迪唐金在亞馬遜時期特別專注於客戶情感聯繫與客戶忠臣度的培養，其中包括5千4百萬的Amazon Prime用戶的傲人成績。新的人事任命剛好正值里約奧運期間，安迪預計將於8/22任職後，帶領著Under Armour在全球市場的銷售上一展頭角。
這次的里約奧運中，Under Amour並非以奧運官方運動品牌贊助商的角度出發，而是定位在注入成功的新興運動員來呈現品牌，包含Misty Copeland和GPA選手Jordan Spieth等優秀的新興運動員。並把目標放在挑戰全球最大運動品牌商Nike的龍頭地位。
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Under Armour Names Amazon's Andy Donkin CMO
While athlete partner Michael Phelps wins gold in Rio this week and a commercial featuring the swimming phenom wins accolades, Under Armour UA +0.37% is making some additional news. Today the sports-lifestyle company announced that Andy Donkin, head of worldwide mass and brand marketing at Amazon for more than four years, who spearheaded creative campaigns for Amazon Prime, Amazon FireTV, Amazon tablets, Amazon Kindle, Amazon Echo and Amazon retail, will assume oversight of all global marketing initiatives at Under Armour as CMO. He starts Aug. 22.His focus on emotional connection and loyalty to Amazon has driven impressive stats, including 54 million Amazon Prime users.
His appointment comes at a time when Under Armour, not an official Olympic sponsor but known for advertising featuring a new generation of successful athletes such as principal ballerina Misty Copeland and PGA golfer Jordan Spieth, has goals of finally moving from challenger status to overtaking Nike as the world’s biggest sports brand, appealing in particular to Millennials and younger.
Original Article: Forbes
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