Carhartt, a Michigan-based workwear manufacturer, has named Tony Ambroza as its new vice president of marketing. He will be responsible for building brand equity and increasing sales through strategic marketing initiatives. Ambroza was formerly director of men’s brand marketing and retail marketing for Under Armour. Before that, he was U.S. brand strategic planning manager for Nike. He has also worked for Foot Locker and Planet Hollywood. Mark Valade, Carhartt’s president and chief executive officer, said the addition of Ambroza “will steer our current and future marketing initiatives into the next phase of our brand.” This month, Carhartt is launching its first national marketing campaign. It will sport the tag line, “Relax, it’s tough,” designed to highlight the brand’s ruggedness. The ads, which will air on TV and be shown on more than 10,000 Web sites, are targeted to an 18- to 54-year-old consumer audience.

 

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