P448 Promotes Lori Sigismondo to Brand President
Sigismondo joined P448 in 2018 as chief marketing officer.
P448 is continuing to bolster its leadership team.
According to the footwear company, it has promoted Lori Sigismondo to the role of brand president. She will report to Wayne Kulkin, executive chairman of P448 parent company StreetTrend LLC.
In her new role, the brand stated that Sigismondo will oversee the global strategy and execution for P448, focusing on the key initiatives of expanding its global retail presence. Other tasks will include enhancing digital channels by elevating P448’s online shopping experience and leveraging its digital marketing as well as fostering innovation, and maintaining efforts to incorporate sustainable practices across the business, the company said.
“I have always thrived in an outside-of-the-box work environment, where an entrepreneurial spirit helped lead to the best options for the business,” Sigismondo said in a statement. “And with P448 I have found that home. At P448 it’s all about community, innovation and creative vision, so I’m excited to continue to forge a path with our talented teams shining its spotlight brighter and farther within all the corners of the world.”
Sigismondo joined P448 in 2018 as chief marketing officer, where she spearheaded the redesign and relaunch of P448’s website and e-commerce platform, enhancing storytelling and global localization—including a dedicated UK site and additional sites in Australia, Canada and Mexico to launch later this year.
Sigismondo also led the opening of P448’s first mono-brand retail stores in New York City and Las Vegas, alongside successful pop-ups in Miami, Paris and Boston. She has coordinated an Asian market expansion under partnership with the Fang Group to include thus far three store openings (Beijing, Hefei and Macau) and a brand Tmall launch, and will further expand P448’s global store footprint within European markets.
Prior to joining P448, Sigismondo spent a decade at Stuart Weitzman within its marketing department, rising to her last position of vice president of retail marketing.
“Lori joined P448 with a strong background in global fashion leadership and has played a pivotal role in the brand’s growth to date,” Kulkin added. “Her strategic insight, creative vision, and ability to navigate a competitive marketplace position her perfectly to lead P448 into its next chapter. P448 is proud to be a signatory of the UN Women’s Empowerment Principles. We are committed, as a business, to advancing gender equality and women’s empowerment in the workplace, marketplace and community.”