Asics is reinforcing its marketing team in Europe, the Middle East and Africa (EMEA) with two recruits, as part of the business transformation plan announced a few weeks ago. Robin Karakash joins Asics Europe as director of integrated marketing communication EMEA, a newly-created function, to deliver consistent brand messaging across traditional and digital marketing channels. This team will cover existing and new specialist divisions, from digital content creation to social media planning, public relations, community management, entertainment management and digital services – including Runkeeper, the running app owned by Asics. Before joining Asics, Karakash was director of marketing communications and brand management at Tele Columbus, one of the leading German cable providers. He started his career at Razorfish, creating global digital work for customers such as Adidas, then moved on to assignments at Coca-Cola and Viacom, and became managing director of VCCP Berlin, a creative agency where he worked with Asics on the launch of lifestyle ranges. The second addition to the team is Olivier Mignon, who has been appointed as director of sports marketing in EMEA. His task is to support the brand's global sports marketing plan ahead of the 2020 Olympics in Tokyo. They involve partnerships with assets such as the international athletics federation, the international volleyball federation, the French, Italian and Dutch athletics federations, along with the Paris, Barcelona and Moscow marathons, and athletes such as Gaël Monfils, Johanna Konta, Christophe Lemaitre and Anouk Vetter. Mignon previously worked as business performance manager at Asics region South West, and as senior marketing manager and sports marketing manager at Asics France. Both Karakash and Mignon will report to Björn Hamacher, vice president of marketing for Asics in EMEA.

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