Belstaff AW18 Campaign

LONDON — Belstaff is beefing up its executive team and has appointed Sheena Sauvaire as its chief marketing officer.

Sauvaire joins Belstaff from Topshop, where she held the position of global marketing communications director since 2013.

She was previously head of marketing at Topshop, and also held roles at the communications agency Exposure and MTV.

In her new role, Sauvaire will overlook Belstaff’s marketing, public relations and digital communications across all territories and will report to the brand’s newly appointed chief executive officer, Helen Wright.

“Sheena brings a modern and strategic approach to marketing and communications across all channels, with a sharp, global outlook,” said Wright, who was named ceo in January 2018 following the sale of the British heritage label from JAB to INEOS, the global manufacturer of petrochemicals.

The company also named Sean Lehnhardt-Moore as its creative director last June and debuted a new men’s and women’s collection during London Fashion Week Men’s earlier this year, that put a focus on reinventing brand classics and broadening the label’s accessories offer.

A new retail concept, with a “community-first approach,” also made its debut last month in the brand’s East London location.