Charles & Keith Names Aniko Andras Global Marketing Director

Singapore-based fashion group Charles & Keith has appointed Aniko Andras as Global Marketing Director as part of a broader leadership reshuffle ahead of its 30th anniversary. The appointments come as the company seeks to accelerate growth, strengthen its digital capabilities, and refine its global brand positioning.

In her new role, Andras will oversee the group’s global marketing strategy, collaborating with teams across markets to build brand affinity and enhance customer experience. The move supports Charles & Keith’s efforts to expand its footprint in international markets while advancing its long-term growth ambitions.

Aniko has over 20 years of international marketing experience. She comes to us from Meta where she was responsible for strategic partnerships with luxury and technology brands in Asia Pacific. Before this, she worked as a marketing leader at Apple, L'Oréal and Reckitt, developing her experience in brand development, digital marketing and customer engagement.

The company has also appointed Claudia Brechenmacher as its head of transformation. She will drive the group's transformation and strategic work, emphasising organisational agility, operational excellence and long-term growth.

Key Highlights:

• Aniko Andras joins Charles & Keith as Global Marketing Director
• Claudia Brechenmacher and Cayetano Morales Rosell take key leadership roles
• The appointments support the company’s global and digital growth plans

With 15 years of global strategy consulting experience, Claudia has worked with Bain & Company, where she ran strategy development and large-scale transformation projects across Europe and Asia for the past 10 years.

Meanwhile, Cayetano Morales Rosell has been named global director of eCommerce. He brings to the company over 15 years of experience at Inditex, in a team that has included senior roles in merchandising and global eCommerce at Massimo Dutti.

As a new hire, Morales Rosell will lead Charles & Keith's global eCommerce strategy to advance the group's digital aspirations and to accelerate growth, bolstering the technology, logistics and team capabilities.

Charles & Keith said the leadership reshuffle is designed to help achieve the company's "transformative growth", redefine its digital and creative brands, and expand efficiencies as the company moves into the next phase of its growth.

The appointments follow a year in which fashion companies have been focused on marketing and digital transformation investments to help them grow in a competitive retail environment. Luxury fashion house Tapestry, parent company of Kate Spade New York and Coach, earlier this year made Dentsu its global agency of record, outside the USA.

As part of the broader partnership, under which Dentsu will handle media planning and buying for the group's flagship brands in APAC, Europe, the Middle East, Africa and India, there is an ongoing partnership in China.