Thomas Aichner: Marketing Director Salewa

The new Marketing Director Salewa presents a very interesting curriculum

28 August 2018
Passionate about mountain activities and member of the Alpine Rescue, Thomas Aichmer will replace Maurizio Priano from September

Starting from the 1st of November, the international marketing team of Salewa, the South Tyrolean brand specialized in clothing and mountain equipment, will be able to count on the experience and passion of a new skipper.

In fact, Thomas Aichner will assume the role of Marketing Director replacing Maurizio Priano, who after five years has left the position since July 31st.

In South Tyrol, Thomas Aichner is a well-known face of tourism management. For eleven years he was CEO of Merano Marketing, and in the last three years he has been involved in the promotion of South Tyrol as Head of Marketing of IDM - Innovation Development Marketing, the public company for the development of economic activities in South Tyrol .

"The success of a family-run family business - explains Stefan Rainer, General Manager Salewa - is closely linked to the people who dedicate themselves to it with passion".

Aichner, 48, is not only a marketing expert but also a mountaineer who actively values ​​mountain values, a decisive factor in the choice for the new role.

For Salewa the primary objective of the last few years has been the repositioning of the brand. The salient points of this strategy have been a targeted brand orientation and focus on the new generation of mountaineers.

"In the mountaineering segment, Salewa is now clearly positioned - continues Stefan Rainer - Yet the dynamics of the market, the emergence of new mountain disciplines and the competitive environment require a constant updating of the brand position, thus supporting the brand's position in the market reference in the future. A process in which Thomas Aichner's branding experience will play a fundamental role ".

At the center of the repositioning of the brand must be the consumer: "It is about understanding our customers and their needs, developing solutions that are relevant to their way to go to the mountains - continues Stefan Rainer - One of the main tasks of our marketing team it will promote the numerous points of contact with our brand in a constant and disciplined way ".

With this assignment Thomas Aichner, he entered for the first time in the world of private companies. Backed by a professional background in the tourism sector, the new Marketing Manager is passionate about mountain activities and a member of the Alpine Rescue Service in Merano. Personal passions that convinced him to leave the public sector to face the challenge of the mountaineering market with enthusiasm: "Communication is moving more and more from product marketing to thematic marketing or to content marketing. In these fields I will be able to contribute with the experience I have gained in the tourism sector ", comments Aichmer.

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