Salewa has appointed a new Marketing Director, Thomas Aichner, who will take up the position from this November at Oberalp Headquarters in Bolzano.
The 48-year-old is moving to the management-led, family-owned company after 14 years in the tourism industry. In addition to his extensive professional experience, Salewa says he’s the perfect candidate for the role as he possesses the decisive attribute that Salewa looks for, plus he’s an active mountaineer.
In South Tirol, Thomas Aichner is well-known as an experienced tourism manager. For 11 years, he was Director at Marketing Gesellschaft Meran. Most recently, he was responsible for promoting and marketing the South Tirol brand as Head of Marketing at IDM, South Tirol’s business, export and innovation service provider.
In recent years, Salewa has been focusing on re-positioning its brand, sharpening its brand direction and concentrating on its core target group – progressive mountaineers. Stefan Rainer, General Manager Salewa, explains: “Salewa has a clear and distinctive profile in the mountain sports sector. Nevertheless, market dynamics, developments concerning new mountain sports disciplines and the competitive environment mean that we are constantly refining our brand profile, to enable
the brand to sustainably expand and consolidate its market position. Thomas Aichner and his marketing expertise will make an important contribution to this process.”
Thomas is looking forward to applying his skills in the mountain sports business from this November. The former professional athlete is widely recognised as a communication and marketing expert: “Communication is increasingly becoming less about product marketing and more about issue or content marketing. I’m confident that I can apply my
wealth of experience from the tourism industry at Salewa,” he says.