Thecla Schaeffer

Chief Marketing Officer
G-Star, Amsterdam

Thecla Schaeffer  is Chief Marketing Officer for G-Star RAW. In this position, Schaeffer is responsible for the global marketing strategy, including brand positioning, brand communication, digital and retail marketing and crossovers.

After graduating with distinction in social and cultural psychology at the Radboud University in Nijmegen, The Netherlands, Schaeffer started her career in advertising. Before joining the G-Star team, Schaeffer was Head of Strategy at BBDO Amsterdam and responsible for developing the communication strategy for the agency’s clients. In March 2011 she became the Strategy Director for G-Star and further developed the communication strategy for all communication channels, including online, retail, PR and advertising.

Schaeffer, specialised in branding and consumer psychology, finds her inspiration in the continuous search for innovation that is characteristic for G-Star.

Thecla's talk is entitled Building G-Star as a global brand.