Christoph Frechen joins INTERSPORT as general manager of marketing


INTERSPORT has confirmed the appointment of its new general manager of marketing – Christoph Frechen.

INTERSPORT is a world leading sporting goods retailer which, for over 50 years, has provided consumers with premium and innovative sporting goods. Since its foundation, INTERSPORT has grown exponentially to become one of the world’s most loved omni-channel sporting goods destination.

INTERSPORT is a dynamic and proactive company which has identified the need to transform from the traditional product focused approach to a consumer centric led strategy. The team at INTERSPORT decided upon a complete transformation of their method of business which ultimately gave birth to the general manager of marketing position.

“With the aim to change from our traditional product orientated outlook, we endeavoured to adapt our strategic set up and implement a business transformation. Our aspirations to alter our strategic vision paved the way for a number of new business opportunities, one of which was the general manager of marketing position,” said Markus Helbling – chief product & marketing officer. After a meticulous search for the right marketer, INTERSPORT offered the position to Frechen – a young, dynamic, executive from adidas. Frechen has spent that the entirety of his 16-year professional career with adidas. For more than eight years he has worked in leadership positions in North America and Emerging Markets. At the global headquarter in Germany he assumed positions in business development, strategy, brand marketing and retail.

Following the signing of his contract, Frechen will begin his tenure with INTERSPORT this week.

“Christoph was ideal and best fit our requirements. He is a young, bright individual who has great experience and we believe he will have a long and successful career with us. Our expectations for him are exceptionally high,” said Rosmarie Burkhalter, senior director human resources.

“Leaving a large corporation such as adidas after 16 years, it was important for me to find an organisation, such as INTERSPORT, where I could continue to grow and develop as a professional whilst being able to apply my vision of how to connect and engage with the today’s consumer in the most relevant way. Another aspect was the current transformation process the Intersport Group is driving and how I can influence in shaping the future of this unique group by building a marketing powerhouse.

I was keen to find a company that was flexible, trusting, culturally suitable and had strong leadership who invested in the development of their staff. Thankfully I have found that in INTERSPORT and I am excited to be an instrumental part of IICs new global strategy,” said Frechen.

The new recruitment by INTERSPORT is a perfect marriage for both parties. INTERSPORT has acquired one of the brightest young talents within his respective field and Frechen has joined a thriving market leader, willing to invest in professional growth. The recruitment signifies a successful start to the business transformation that INTERSPORT have begun, to maintain their stronghold over the global sporting goods industry.

The recruitment process was conducted in partnership with Esperanza Search. Esperanza Search are a global executive search boutique firm specialising in providing business transformation consulting and executive search services to clients within the consumer, retail and digital arenas. Esperanza Search operate under three pillars; global strategy and business transformation consulting, global executive search and talent mapping and assessment and development and board-level leadership coaching.

“We have been delighted to be selected as IIC’s global executive search partner to assist them with their business transformation and the recruitment of their new general manager of marketing. Christoph is an outstanding addition to the senior management team at IIC, bringing unrivaled depth of experience within marketing. The team at Esperanza wish him tremendous success in this new chapter of his career,” said Sarah-Jayne Bennell, founder and managing director, Esperanza Search.