Spread Group, leading global provider of customized fashion and lifestyle products, appoints Nora Kulling as its new Vice President Marketing. She is an experienced marketing and brand expert who will further develop the marketing strategy and brand-building process and drive the development of specialized marketing teams.
Prior to joining the Spread Group, Kulling held executive positions for marketing and branding in various companies for ten years, including almost eight years at Mister Spex – most recently there as Head of Brand Management. From her point of view, it is “more important than ever to produce relevant content to get closer to your target group and build a connection with the brand. The days of scaling via pure performance marketing without a stringent brand strategy are over. Brands without clear positioning will be punished by consumers.”
Right at the start of her job in March 2023, she was involved in the launch of the new fashion and lifestyle brand SPREAD. For the associated marketing campaign, a radically different communication approach was chosen compared to the Spreadshirt umbrella brand. “For the SPREAD marketing campaign, very clear brand positioning was important to us. Therefore, in line with the target group (Gen Z and Y), we focused entirely on social media and entertainment networks. In addition, we foregrounded the community idea,” says Kulling.
Nora Kulling says about her new task and focus:
“After extremely successful expansion over the past 20 years, we need to break new ground for further sustainable growth and diversify the marketing mix. I would like to effectively shape this process of change, which can only be successful with the right communicative orientation. My goal is to further strengthen Spread Group as a relevant fashion tech player and to develop love brands with high recognition value, likeability and brand loyalty. I am looking forward to the great design opportunities, especially with Spread Group’s focus on brand building, for which I see huge potential. As an end customer, I already have a long personal relationship with the company.”
Spread Group CEO Dr Julian de Grahl explains:
“Creative marketing concepts are important success factors to strengthen and expand our global presence. This includes, in particular, strengthening our content strategy and building branding and social media expertise. We are therefore looking forward to Nora’s fresh look and expertise.”
Photo Material for Download
- Nora Kulling, VP Marketing (jpg, Copyright Spread Group)