Inside the outdoor industry

Pentland appoints Pym to global role

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Pentland Brands has announced the appointment of Charlie Pym as the global brand director for Berghaus.

Pym joins Berghaus from the world of cycling, having been the marketing director of McLaren’s Pro Cycling programme which launched Team Bahrain McLaren and the director of communications at Rapha.

He was previously managing partner, and member of the global leadership board, at Saatchi & Saatchi where he led multi-disciplined teams encompassing consumer insights, brand strategy, communications planning and digital design. He’s also worked for M&C Saatchi in London and Publicis Worldwide in Melbourne and has been responsible for building global brand campaigns for clients across the banking, insurance, FMCG and tourism sectors.

Pym, who will be responsible for the global product and marketing for the outdoor brand, said: “I’m passionate about the outdoors and feel incredibly lucky to have a role that will inspire more people to see and feel the wonder that sits beyond their front door. It’s never been a better time for Berghaus, given the major shifts we’re seeing in the outdoor sector and beyond, so it’s a pivotal time to shape the brand’s future.”

Penny Herriman, chief marketing officer for Pentland Brands said: “It’s a really exciting time for Berghaus as more and more people have embraced the great outdoors. Charlie has a track record in being highly creative and innovative, often disrupting sectors to drive growth. We can’t wait for him to join.”

The appointment comes soon after the arrival of Janine Hearn (right) as global head of brand for Berghaus. Hearn has managed teams and projects across Europe for Vans EMEA. Reporting to Pym, she is leading the marketing team as it develops and implements communications activity to build awareness, engagement and demand for the brand in all target markets.

Pym replaces Kev McFadyen, who was Pentland Brands appointed global brand director for its Speedo brand in November 2020.

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