Primaloft has promoted Victoria Lee to manager of creative services, with immediate effect. Lee joined the company in 2006 and most recently served as brand and promotions associate. In her expanded role, she will assume a wider range of responsibilities in global creative and branding. She will also serve as the lead in managing Primaloft's global advertising agency, Commonground, as well as the branding and creative process for global needs. The company said that Lee played a pivotal role in the Primaloft rebranding. Primaloft's global refreshed brand was launched in January 2014, and included a new shield logo, the “Feel the Performance” tagline, and a modernized look that is utilized at retail, trade shows and promotional presences. In the summer of 2014 the company launched a new website and online marketing portal, which serves as a digital resource for brands, retailers and manufacturers.