Rene Federico

Head of Marketing, U.S. Primark

Rene is the head of marketing for Primark in the US, where she leads the development and execution of Primark’s end-to-end marketing strategy, ensuring consistent alignment of the brand’s strategy and values across all channels. With a roadmap to grow Primark’s US footprint, Rene and her team will lead Primark through the expansion of its brand exposure nationally and locally. To kick off her new appointment, her team developed and launched Primark's first US brand campaign, That's So Primark, to build further awareness of the brand's value, quality and style proposition to savvy American shoppers looking to fall in love with their closest over and over again. She has a deep understanding of brand dynamics and consumer engagement from working with global brands and marketplaces. With more than 20 years at Nike, Rene started in retail sales followed by roles across visual merchandising, retail marketing and brand marketing. She joined Primark from Converse (a wholly owned Nike subsidiary) as the VP, Global Direct Marketing, where she led the global brand experience, global social media and global direct to consumer marketing strategy.