W.L. Gore & Associates has appointed Achim Ewers zum Rode as “global brand & consumer strategy leader,” based at the company's European headquarters in Germany. He will be responsible for Gore-Tex and the other brands in the Gore Fabrics division, addressing new challenges from a globalized environment and the digitalization of consumer behavior. After working for Grey Worldwide, McCann Erikson and Publicis, Ewers zum Rode spent the last six years at General Motors' Adam Opel subsidiary in Germany, most recently as head of brand experience.