Helly Hansen names CMO

Norwegian sports brand Helly Hansen has appointed former Timberland marketer Erik Burbank as global head of marketing.

His role is effective immediately and he is tasked with reviewing the brand’s entire marketing strategy and supporting the launch of its first UK standalone store later this year.

Previously, Burbank was head of brand marketing at sports brand Timberland, and category advertising director at sports brand Nike, where he worked alongside Helly Hansen’s current chief executive Peter Sjölander.

Burbank is expected to launch an outdoor and experiential campaign to engage with local consumers and support the opening of Helly Hansen’s first UK store, situated in Manchester’s Arndale Centre.

Opening retail stores in the UK is part of a four-year brand building strategy introduced by Sjölander when he joined the company, and there are plans to open more outlets in the next three years.

Both upcoming campaigns are expected to showcase the functional and stylish sides of the brand.

Helly Hansen has also announced plans to launch an e-commerce platform early next year.

“It’s more of a marketing tool to introduce customers to the products and open more channels for consumers to access the brand,” says Sjölander.

Melanie Slade, girlfriend of England footballer Theo Walcott was revealed as the face of its fashion-oriented sub-brand Ask & Embla last week.

The brand has worked with Swedish ad agency Grow for the past four years, and there are no immediate plans for a review.