Pentland Brands has announced the appointment of Charlie Pym as global brand director for Berghaus. He replaces Kev McFadyen, who Pentland Brands appointed global brand director for the Speedo brand last November, and joins Berghaus from the world of cycling. Pym was marketing director for McLaren’s pro cycling program, which launched Team Bahrain McLaren, and communications director at Rapha. Prior to that, he was managing partner and member of the global leadership board at Saatchi & Saatchi, where he led multidisciplinary teams that included consumer insights, brand strategy, communications planning and digital design. He has also worked for M&C Saatchi in London and Publicis Worldwide in Melbourne, developing global brand campaigns for clients in banking, insurance, fast-moving consumer goods and tourism.
Pym’s appointment comes shortly after Janine Hearn took over as global head of brand for Berghaus. Hearn is an experienced marketing professional who has led teams and projects across Europe for Vans EMEA. Reporting to Pym, she will lead the marketing team in developing and implementing communications activities to drive awareness, engagement and demand for the brand across all target markets.
Berghaus says its long-term focus is on developing the next generation of sophisticated outdoor products, while also expanding its outdoor lifestyle offering, reflecting the increasing appeal of the sector among a broader consumer base.