Haglöfs has reinforced its global marketing department with the appointment of Amanda Kähler as Nordic marketing manager, and Spencer Shander as global public relations and social media specialist. Both are new positions at the Swedish outdoor company. Kähler previously worked as business manager at Valio, after other leading functions at Red Bull and Froosh, a brand of fruit drinks. Her marketing assignment covers the entire Nordic region, albeit with a focus on Sweden, and it includes the task to improve Haglöfs's digital and physical shop experience. Shander is to strengthen Haglöfs' digital presence in all social media channels. He has experience from similar assignments for brands such as Happy Socks and Urbanears. Tina Rolén, global marketing director, said in a statement that both have relevant skills and that their background in other industries should be interesting for Haglöfs as well. Haglöfs previously hired Jacob Frisk in the new position of global creative lead in November. He was formerly art director at Garbergs, a Swedish advertising agency. Erica Wigge, former senior public relations consultant at Jung, a Swedish agency, joined one month earlier as global publishing manager.

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