Crocs hires Serena Di Sarra from Bata as regional marketing director

Serena Di Sarra

Serena Di Sarra

Shoe wear brand Crocs has appointed a new regional director of marketing.

Joining the company from Bata is Serena Di Sarra, who comes in to replace Mandy Cheong, who has moved on after nine months in the job.

Di Sarra was Bata’s marketing manager for Asia, Latin America and Africa, and takes on the role of top marketer for Crocs’ Asia, Middle East and Africa region.

The Italian brings 15 years of experience to the role in Europe and Asia. She worked for LVMH’s Fendi brand in Rome and Hong Kong, Montblanc in Sydney, and joined Bata seven years ago, firstly as regional development manager before moving into marketing.

She will be based in Singapore.

Cheong joined Crocs from BIC where she was Asia head of marketing for the ballpoint pen maker. She has marketing experience with InterContinental Hotels Group, Fonterra, P&G and General Mills.

Crocs underwent a major restructure in 2013, closing 100 of its 624 stores and lay off 183 staff. Asia was among the regions affected, with most of the company’s regional marketing team removed in Hong Kong.

Most of Crocs’ marketing for Asia is now managed by a new global marketing team based in the US.


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