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Mango creates brand management division

The new brand management division will cover the areas of image, communication, brand and customer experience

Mango has announced the creation of a new brand management division in order to strengthen its executive leadership in all areas related to the company’s image, brand and customer experience.

The new management division will be led by Blanca Muñiz, who will join the group as its new chief brand officer, reporting directly to Toni Ruiz, Mango’s CEO and will form part of the company’s Steering Committee.

With a degree and an MBA in Business Administration and Management from ESADE and a postgraduate degree in Company Culture from Pompeu Fabra University (UPF), Muñiz has more than 25 years’ experience in marketing and product and spent much of her career at Puig, leading the company strategy for the different brands in the group, before becoming vice president of the Lifestyle brand division, a post she occupied from 2015.

Previously, the director had been VP of Marketing Intelligence (2010-2015) and Global Retail Marketing director (2003-2010) at Puig, having also occupied Marketing positions in companies including COTY INC, Bimbo and Danone.

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The new brand management, which will cover the areas of image, communication, brand and customer experience, will allow Mango to “consolidate an innovative brand strategy that will strengthen its differentiated value proposition, committing to design, innovation and sustainability as the key pillars of its products”.

The new director will also complete its image, brand and product strategy by promoting strategic collaborations with key players in the fashion industry.

Throughout 2023, Mango said it has strengthened its commitment to quality with the launch of Capsule, its events collection for women characterised by “the quality of its materials and finishes, as well as the exclusivity of its garments”. In the future, the company plans to continue strengthening said value proposition with its new 2024-2026 Strategic Plan, which it will present next March.

Ruiz said: “We are very happy and excited about the appointment of Blanca Muñiz as the new chief brand officer and member of the company’s Steering Committee. I am convinced that Blanca will help us promote the new 2024-2026 Strategic Plan, which will focus on strengthening our differentiated value proposition. We want to get closer to our customers by offering them the best shopping experience, in order to consolidate our position as one of the leading fashion groups.”

Muñiz added: “I am very excited to be able to join Mango, a global company with design and creativity at the heart of its business model, which in 2024 celebrates its 40th anniversary and which is a leading fashion group in Europe. I am convinced that, in the next few years, we will be able to meet the challenges facing the fashion industry, while continuing to inspire the world with our passion for fashion and our differentiated value proposition.”

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