Victoria Hallberg tapped as first ever chief marketing officer of Safilo North America

By

Gabriella Lacombe

Published
Jan 31, 2019

Safilo has named Victoria Hallberg as the luxury eyewear company's new chief marketing officer of North America, a newly created position, effective January 2 of 2019. 

In her new role, she will oversee brand management, trade marketing and public relations, as poor sunglasses sales in North American department stores continue to be a problem for the eyewear company. She will also serve on Safilo Group’s Extended Global Leadership Team.

Hallberg has over 30 years of experience in the eyewear industry, specifically in the areas of sales, retail and marketing.  Prior to joining Safilo, Hallberg served in a variety of positions at Marchon Eyewear, including vice president of sales for US key accounts, director of brand sales, director of special projects, and sales manager. She has also held the role of chief merchant and vice president of retail relations at VSP Global, a vision care health insurance company. 

“[Hallberg is] a dynamic, highly motived and market-driven leader who has successfully launched many brands and delivered impactful, strategic business development programs to national retail chains, strategic accounts and independent sales teams throughout her career,” said Steve Wright, president and chief commercial officer of Safilo North America, in a release. “[She will] help take us to the next level and maximize how we market, sell, service and communicate to our customers.” 

With the new addition, Safilo will no doubt be hoping to restructure its sales strategy in North America, after the company recently missed its full-year sales target for 2018 despite an upturn in fourth-quarter revenues.

The company has recently upped its partnerships with big name American brands, including a renewed contract with Tommy Hilfiger and a contract with Levi Strauss.