Carlo Alberto BerettaGala in the Garden Sponsored by Bottega Veneta, Los Angeles, America - 10 Oct 2015

While apparently incognito, filing through the PAC Museum of Contemporary Art in Milan to attend the Tod’s show on Friday morning, it was hard to miss one new yet familiar face in the room: Carlo Alberto Beretta.

The company confirmed later in the day that, starting Feb. 25, Beretta will take on the role of general manager of Tod’s, reporting to chief executive officer and general manager of the group Umberto Macchi di Cellere.

Beretta left his post as chief client and marketing officer of Kering at the end of 2017. He had taken up that post, a new one, in September 2016, when Claus-Dietrich Lahrs succeeded him as chief executive officer of Bottega Veneta.

Beretta, who was also on the group’s executive committee, was charged with monitoring the equity of the brands in the group’s portfolio; establishing “a comprehensive, measurable and profitable customer culture” for each of them; and speeding the development of the group’s omnichannel capabilities.

Beretta started his career in 1993 at the Italian department store La Rinascente as senior buyer. He spent more than seven years there, winding up as merchandising manager for men’s wear. He was then appointed men’s wear brand manager at Valentino. In 2003 he joined the Ermenegildo Zegna group, working 11 years, eventually rising to retail development director. He was appointed ceo of Bottega Veneta in January 2015.

Tod’s last year started a shakeup of its executive ranks to help push a new strategy and business models of capsules and collaborations.

Global general manager Claudio Castiglioni exited the company last year and ceo Stefano Sincini left after 33 years with the company, succeeded by Macchi di Cellere, previously managing director of worldwide sales for all product categories for the Bulgari brand.

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