BETHEL, CT (BRAIN)—Dorel Recreational/Leisure (R/L), a division of Dorel Industries, has appointed Andrew Coccari its new global chief marketing officer.
Coccari joins the organization from Honeywell where he was global head of marketing.
With 15 years experience in marketing strategy for enthusiast categories such as beauty, automotive and motor oil, Coccari has sharpened his capabilities on the agency side and in-house with responsibility for advertising and promotions budgets upwards of $125 million. He has developed and managed multi-million dollar campaigns for iconic brands such as Land Rover, BMW, Pennzoil, Castrol and Mobil-1 and he worked on the launch of the Garnier brand for L’Oreal, which won top industry honors.
He brings a strong sports marketing background from his vast experience managing motor oil brands; most notably in his role as vice president of marketing and innovation for Shell’s North American division where he had direct P&L responsibility for a $1.2 billion portfolio of brands and handled all activities related to motor sports and professional league sponsorships. During his time with Shell Lubricants, Coccari oversaw the restage of the Pennzoil and Quaker State brand portfolio, which presented the interesting business opportunity to leverage and reposition the brands to generate a volume shift towards premium products that resulted in greater conversion and $40 million incremental sales per annum.
In his role as CMO for Dorel R/L, Coccari will lead a team of experts in digital marketing, public relations and sports marketing and he will manage the creative services group for the segment. He will work closely with the general managers for Cannondale, GT, Schwinn, Mongoose and Sugoi to generate, test and validate consumer insights that will help set the global marketing strategies for all Dorel R/L brands. Coccari will also manage the segments’ external agency partners including Cossette, PainePR and Horizon.
“We have completely revamped our approach to marketing to center more around the consumer by investing in classically trained marketing professionals like Andrew and combining that talent with most knowledgeable and passionate industry experts,” said Robert Baird, Jr., president of Dorel Recreational/Leisure. “Cycling is a universal sport with so many benefits from health and wellness to decreasing urban congestion and we’re reaching a tipping point. By making biking more accessible to the masses through awareness and education, we will be poised to win.”
The company plans to invest significantly this year in advertising, media, sports marketing and PR to support its entire portfolio of brands; the highlight of which will be a mass consumer-focused campaign designed to promote cycling as a recreational activity.