Today Charlie Pym has joined the Berghaus team as its new Global Brand Director. He joins Berghaus from the world of cycling, having been the Marketing Director of McLaren’s Pro Cycling programme, which launched Team Bahrain McLaren, and the Director of Communications at Rapha.
Charlie was previously Managing Partner, and member of the Global Leadership Board, at Saatchi & Saatchi where he led multi-disciplined teams encompassing consumer insights, brand strategy, communications planning and digital design. He’s also worked for M&C Saatchi in London and Publicis Worldwide in Melbourne and has been responsible for building global brand campaigns for clients across the banking, insurance, FMCG and tourism sectors.
Charlie, who will be responsible for the global product and marketing for the outdoor brand, said: “I’m passionate about the outdoors and feel incredibly lucky to have a role that will inspire more people to see and feel the wonder that sits beyond their front door. It’s never been a better time for Berghaus, given the major shifts we’re seeing in the outdoor sector and beyond, so it’s a pivotal time to shape the brand’s future.”
Penny Herriman, Chief Marketing Officer at Pentland Brands said: “It’s a really exciting time for Berghaus as more and more people have embraced the great outdoors. Charlie has a track record in being highly creative and innovative, often disrupting sectors to drive growth. We can’t wait for him to join.”
Charlie’s appointment comes soon after the arrival of Janine Hearn as Global Head of Brand for Berghaus. Janine is an experienced marketing professional who has managed teams and projects across Europe for Vans EMEA. Reporting to Charlie, she is leading the marketing team as it develops and implements its communications activity to build awareness, engagement and demand for the brand in all target markets.
Charlie replaces Kev McFadyen, who was appointed Global Brand Director for Speedo in November 2020. During his time at Berghaus Kev successfully led Berghaus to deliver growth across both financial and brand metrics, including the rapid transformation of the brand strategy which led to the development of new product ranges and expansion into new markets.
Berghaus is focused on a major long-term project to develop the next generation of ground-breaking products for the specialist outdoor sector through its renowned Extrem range. Alongside this work, Berghaus is also expanding its outdoor lifestyle offer, reflecting the increasing appeal of the sector among wider consumer audiences.