Icebreaker, the New Zealand company that pioneered the outdoor merino wool apparel category, announced that Louise Kuegler is joining its global leadership team as Chief Marketing Officer, Global Marketing in mid-April 2014.
Kuegler will lead a multi-channel global marketing group, responsible for developing and delivering creative strategy and campaigns across key markets.
Icebreaker is currently sold in 44 countries globally. Kuegler will be based in Auckland, New Zealand.
“Louise has fantastic experience working with iconic global brands around the world. We are excited to have her draw on that background, plus her outstanding creative instincts, to further elevate our brand globally,” said Jeremy Moon, Founder and CEO of Icebreaker. “With one foot back in her native country and the other in global markets, we know Louise will be a passionate Icebreaker.”
Kuegler has a deep experience in global communications and marketing, with 20 years spent in multinational companies and advertising agencies in the United Kingdom, United States, Asia and New Zealand.
Most recently, she was with Ogilvy & Mather Asia-Pacific as managing director of one of its Singapore agencies. Prior to that position, she led Ogilvy & Mather’s Coca-Cola and Diageo business across Asia-Pacific.
Before her time in Singapore, Kuegler spent six years at the highly regarded New Zealand advertising agency, Colenso BBDO, where she was part of the agency management team and led brand strategy and communications across its client portfolio.
“As a proud Kiwi, the opportunity to help grow the profile and success of the Icebreaker brand around the world is really exciting,” said Kuegler. “I’ve been a big fan and loyal customer of Icebreaker for a long time, and I’m inspired by the company’s ambitious global growth plans, their amazing product, a wonderful entrepreneurial spirit and the high regard they place on world-class creative thinking.”
Icebreaker merino clothing for the outdoors, technical sports and lifestyle includes underwear, mid layer garments, outerwear, socks and accessories for men, women and children. Icebreaker is based in Wellington, New Zealand, and is sold in more than 3000 stores in 44 countries.