By  on July 23, 2014

When Kristine Westerby starts her new job as senior vice president of marketing and communications at Max Mara USA in September, her return will be a bit of a homecoming.

She worked for the company’s U.S. arm eight years ago as vice president of marketing and communications. In her new role, she will be responsible for areas such as public relations, celebrity relations, social media, advertising, events and marketing for North America.

Westerby replaces Celia Nichols who officially stepped down last week. She plans to pursue projects as a consultant.

In the past few years, Westerby has worked as a consultant, assisting such entities as the marketing and communications division of Bulgari NA. Prior to that, she served as vice president of marketing and communications for Fendi NA.

As of this fall, she will be based in Max Mara’s New York office and she will report to Giorgio Guidotti, Max Mara’s global head of public relations, advertising and communications.

As for a few of the initiatives that the company is eager for Westerby to address, Guidotti said, “We will continue to develop our footprint around celebrity initiatives through our partnerships with the Women in Film organization. We will work on new projects connected with the art world, as well as on the editorial product placement and we will aggressively consider our options specific to social and digital media opportunities.”

She also thanked Nichols “for her dedication and leadership in building the Max Mara brand in the North American market over the past four-and-a-half years. We wish her continued success and happiness.”

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