Asics America Appoints VP of Marketing

Asics America Appoints VP of Marketing

Asics America Corp. appointed consumer marketing veteran and California native Roeya Badri Vaughan as vice president of marketing. She most recently vice president, Global Sun at Oakley.

Vaughan brings nearly 20 years of experience to Asics and a proven track record of driving awareness, topline revenue and consumer engagement for some of the country’s biggest brands. She will officially join Asics on Feb. 29, 2016 and will be based at its state-of-the-art campus in Irvine.

Vaughan will report to Asics America Group CEO and President Gene McCarthy and, as a key member of the executive team, will help drive the vision and strategy for the Asics America region. She will be responsible for developing and executing a comprehensive and compelling new marketing, branding and communications strategy to increase visibility and drive the growth of the Asics America business.

“We’re thrilled that Roeya is joining the Asics family,” said McCarthy. “She shares our commitment to ‘Anima Sana In Corpore Sano – A Sound Mind in a Sound Body,’ and as our new Vice President of Marketing, will work to shine a spotlight on Asics as we continue to push our iconic brand, and the industry, forward.”

Vaughan most recently served as vice president, Global Sun at Oakley, where she was responsible for driving global market leadership and revenue growth for all aspects of the $1B sunglasses business unit. Prior to that, she served as executive director and vice president of marketing for Dr. Sears Family Essentials, where she worked to drive awareness and sales of the doctor-formulated, kid-approved line of 100 percent all-natural snacks, beverages, and supplements. As the head of product marketing at Arbonne, she spearheaded the re-launch of their flagship anti-aging skincare line; she also played a management role at Mattel, Inc. where she led product development and marketing efforts for several brands within its portfolio, including Barbie.