Raab will lead all marketing and communications activities at the Munich fashion house, both online and offline, and will be part of the Escada executive team, reporting directly to chief executive officer Iris Epple-Righi. This is the second recent high-level appointment at Escada, coming on the heels of last month’s announcement that Niall Sloan would take up the reins as the brand’s new global design director, effective August 1.
Raab joins Escada from Red Bull GmbH, where he held various marketing and communications positions during his 10-year tenure there. He was most recently global marketing manager for special projects, which included directing the brand’s innovation and change process in the digital age.
“Escada is at an exciting point in its journey,” Raab commented. “I was particularly attracted by the idea of being part of this leadership team tasked with reshaping the brand with a more contemporary edge.”
Escada ceo Epple-Righi added, “Our vision is to build on Escada’s rich heritage in a relevant, modern and contemporary way and our marketing and communication is a very important part of this.” She further noted Raab “understands modern consumer behavior and even more importantly has a Millennial mind-set….I am confident he will bring an innovative attitude to the way Escada interacts with its customers.”