THOMAS AICHNER NEW INTERNATIONAL MARKETING DIRECTOR

WELL-KNOWN COMMUNICATION AND MARKETING EXPERT STRENGTHENS SALEWA MANAGEMENT TEAM

 BOZEN, SEPTEMBER 2018. FROM 1 NOVEMBER 2018, THOMAS AICHNER WILL BE

JOINING MOUNTAIN SPORTS BRAND SALEWA AS INTERNATIONAL MARKETING

DIRECTOR. 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, THOMAS AICHNER POSSESSES

THE DECISIVE ATTRIBUTE THAT ALSO SETS SALEWA APART – HE IS AN ACTIVE

MOUNTAINEER WHO LIVES AND BREATHES ALPINE VALUES AND EXPERTISE.

 

In South Tirol, Thomas Aichner is well-known as an experienced tourism manager. For

eleven 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,

mountain sports brand SALEWA, has been focusing on repositioning its brand. Sharpening

its brand direction and concentrating on its core target group – progressive mountaineers

– are the cornerstones of this strategy. 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.”

 

Stefan Rainer emphasizes that SALEWA is focusing on its core target group while

repositioning: “This requires a profound understanding of our customers and the

numerous groups of users to be able to develop relevant solutions. One of the main

tasks of our marketing team is to manage the numerous touch points with our

brand in a systematic and strategic manner.”

 

By joining the private sector, Thomas Aichner is entering new terrain. He 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. Thomas Aichner

has made a bold career move and is now following his passion for mountain sports.

 

As new SALEWA Marketing Director, Thomas Aichner says he relishes the satisfying

role of “supporting a local South Tirolean mountain sports brand and promoting its

commitment to quality all over the world. This is what makes the brand so authentic and

this is how it builds trust.” Stefan Rainer adds, commenting on the new appointment. The

South Tirolean entrepreneurial family, strongly believes that “it is people who make a

brand”. By selecting Thomas Aichner, SALEWA has chosen an experienced and athletic

manager to lead at the sharp end of its international marketing rope team in Bolzano.

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