Primark Appoints US Head of Marketing to Bolster US Growth

Primark, the international fashion retailer today announced the appointment of Rene Federico to the position of US Head of Marketing. With a brand marketing career spanning decades working for iconic brands, Federico’s professional journey is defined by her passion to drive connectivity between brands and consumers through meaningful and innovative experiences. Federico joins Primark from Nike Inc. where she held various US and Global leadership roles in brand marketing and marketplace strategy. Most recently she served as Global VP of Direct Marketing for Converse (a wholly owned Nike subsidiary), driving global direct to consumer marketing, retail experience and social media.

“I started my career as a retail sales associate and as I’ve grown in my career, I have always gravitated to roles that keep me close to consumers,” said Federico. “Getting to know Primark, I quickly realized that this brand has an incredibly compelling and distinctive proposition for the US retail marketplace that is going to change the way Americans shop. In that regard, this role presents a unique and exciting opportunity to engage with new audiences. I am really looking forward to being a part of the Primark US growth story and helping the team reach our American ambition.”

This appointment aligns with the launch of Primark’s first US brand campaign, That's So Primark. As the retailer is working towards its US growth ambition, the campaign is meant to build awareness of the Primark’s value, quality and style proposition to American consumers.

“For our first brand campaign stateside, we developed a creative concept that really emphasizes Primark’s style, fashion, quality and value and also conveys joy,” said Federico. “For the US consumer, whether you already shop in our stores, or you are just hearing about us, we are inviting you to fall in love with Primark again, and again.”

Primark has been expanding strategically across the US and currently operates 29 stores in 12 states and recently announced plans for a flagship in Manhattan. From great quality essentials to stand-out style across womenswear, menswear and kidswear, plus beauty, homeware and accessories, there is something for everyone at Primark and US shoppers are taking note as the iconic Dublin-based brand continues its US growth.

“Rene epitomizes the innovative and strategic vision we seek, bringing a deep understanding of brand dynamics and consumer engagement,” said Kevin Tulip, President of Primark US. “Her extensive experience with global brands and marketplace acumen will be invaluable as we navigate new markets and deepen our connections with US customers.”

As the brand continues its US growth, Primark’s Talent Acquisition team are searching for retail leaders to fill roles across its US stores. For a complete list of careers at Primark's US, please visit: https://careers-us.primark.com/

To help shoppers find what they're looking for, Primark's website allows customers to browse its product offering and check which products are available in their local store. To learn more, please visit: www.primark.com. Shoppers can also sign up here to get email updates on Primark's latest product drops, style inspiration, store opening dates, and more.