Canton, MA: Reebok has appointed Denise Kaigler to the new position of chief communications officer.
Kaigler, who most recently served as VP of global communications and talent relations, now reports directly to chairman and CEO Paul Fireman and is the newest member of Reebok's executive leadership team.
In an interview with PRWeek, Fireman said that because Reebok is a public company with so many divisions, he wanted someone at the table focused on communications, adding that Kaigler will now focus on strategy rather than day-to-day marketing or branding.
"She was the head of PR, but now her job transcends that," Fireman said. "I think it's a perfect role for her."
Kaigler becomes the top communications strategist, executive management communications counselor, and chief company spokesperson, leading its global corporate public and media relations, corporate reputation management, corporate business and financial communications, employee communications, and crisis and issues management.
When asked if the company expected to be thought of as a leader in bringing a PR professional into the broader strategic thinking of a corporation, Fireman said, "We're doing it because it works for us; we're just worried about Reebok."
He added: "We live in a world of communications."
Kaigler joined Reebok in 1991 as media relations specialist, becoming senior director of corporate communication for the company's Rockport division in 1998. In 1999, she became senior director of corporate communications for Reebok. Prior to joining Reebok, Kaigler was the director of communications for the Boys & Girls Clubs of Boston.
Reebok properties include the flagship Reebok brand, the Rockport Company, the Greg Norman Collection, and Ralph Lauren Footwear. The company works with multiple PR firms.