Hugo Boss Appoints James Foster as Global Marketing SVP

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Hugo Boss has named James Foster as its new senior vice president of global marketing, tapping into his extensive experience with brands like Netflix, Ikea, and Adidas. Foster replaces Nada Kokni, who departed in December after nearly a year in the role.

Foster’s resume includes leadership roles at Netflix as EMEA marketing lead, Ikea Retail as CMO, and a 14-year tenure at Adidas, culminating as VP for Reebok Europe. His broad expertise spans industries, from entertainment to sports and retail, making him well-suited to steer Hugo Boss’ customer-centric marketing approach.

CEO Daniel Greider emphasized Foster’s role in enhancing customer experiences and deepening loyalty, a cornerstone of the brand’s strategy. Despite reducing its Q3 marketing spend by 3%, Hugo Boss has reported progress in efficiency and relevance, with initiatives like its loyalty program Hugo Boss XP achieving 25% year-on-year growth in members.

Foster’s appointment comes as the company navigates a challenging market, balancing tightened budgets with ambitions for continued growth and engagement, including record-breaking social media success from its Milan Fashion Week show.