Breuninger creates a new position: Chief Brand Officer
What: In order to strengthen the brand strategy, the department store creates a new role and appoints Carsten Hendrich, a former Breuninger’s head of marketing.
Why it is important: Breuninger will further advance the marketing topics of brand strategy, creative, content, emotionalization, channel linking and digital brand marketing and will bundle the brand areas of marketing, visual merchandising, event, lifestyle PR and social media even more consistently in the future.
In addition, there will be further reinforcement for the brand: In the future, the entire development of the brand area will be the responsibility of the newly created position of Chief Brand Officer.
Carsten Hendrich will be responsible for Breuninger's brand strategy from 18 October 2021. He has many years of experience in agencies, in stationary and digital retail as well as in the management of international premium brands. For many years, he was responsible for the marketing of Zalando as Vice President Brand Marketing and Bogner. Most recently, the 47-year-old moved from A. Lange & Söhne to the KaDeWe Group, where he was responsible for Brand Strategy, Marketing and Communications. He reports directly to Breuninger CEO Holger Blecker.