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Nike suprime la dirección de Iberia y pone a un español al frente del sur de Europa
Nike mueve ficha en el sur de Europa. El gigante estadounidense del deporte ha simplificado su estructura de Gobierno en la región, siguiendo la estela de otras compañías internacionales. El movimiento ha conllevado la supresión de la dirección general para la Península Ibérica y la creación de una nueva cúpula para el sur de Europa, al frente de la cual estará Ignacio Serrat, según ha adelantado el medio especializado en el negocio del deporte Palco23.
Serrat será el nuevo vicepresidente y director general de Nike en la región, que abarca España, Italia, Portugal y Grecia. Hasta ahora, el directivo había pilotado el negocio de la empresa en México y, además, ocupaba la vicepresidencia de ventas en mercados emergentes. Licenciado en Administración y Dirección de Empresas por la escuela de negocios Iese, Serrat desempeñó funciones comerciales en España e Italia antes de marcharse a América.
En paralelo al nombramiento de Serrat, Nike ha designado a Marcos Garzo, hasta ahora director general en España y Portugal, como nuevo responsable de la división de fútbol en Europa, Oriente Medio y África. El directivo fichó por Nike en 1995 y ha ocupado durante los últimos quince años diferentes cargos de responsabilidad, tanto en la filial española de Nike como en la central del grupo en Holanda, desde donde se dirigen los mercados de Europa, Oriente Medio y África.
Marcos Garzo, director general de Nike en la Península Ibérica desde 2010, será ahora responsable de fútbol en Europa, Oriente Medio y África
Durante su trayectoria en Nike, Garzo pilotó la dirección de márketing en España y Portugal entre 2003 y 2008. Posteriormente, el ejecutivo tomó las riendas del departamento retail brand para la región de Europa occidental, antes de ser nombrado consejero delegado de la filial. Este cargo lo asumió en 2010, cuando Carlos Homedes se marchó a la central de Oregón (Estados Unidos) para asumir galones en el área de fútbol; hoy, el ejecutivo español dirige las operaciones del grupo en el Cono Sur.
En 2017, según las últimas cuentas de la sociedad American Nike depositadas en el Registro Mercantil, el grupo daba empleo a 250 personas en sus oficinas en Barcelona, un 5% más que en el año anterior. Este crecimiento explicaría, en parte, el cambio de sede en el país, abandonando El Prat de Llobregat para mudarse al centro de la capital catalana.
La apuesta de Nike por Barcelona no sólo se ha dado en el marco del mercado ibérico. La capital catalana es una de las doce ciudades que se han señalado como estratégicas para afianzar el crecimiento del negocio hasta 2020.
Ignacio Serrat ha asumido el puesto de vicepresidente y director general de Nike en la región, que abarca España, Italia, Portugal y Grecia
Esta confianza, más allá del patrocinio principal del FC Barcelona renovado hasta 2028, se ha traducido en numerosas iniciativas. Por un lado, la compañía puso en marcha su innovador concepto de club social Box Barcelona en el barrio de la Barceloneta, que se ha convertido en un punto de encuentro con los consumidores. Además, en el outlet La Roca Village, a las afueras de la capital catalana, abrió recientemente su mayor tienda de Europa.
American Nike, la principal filial de la compañía en el país, culminó el ejercicio fiscal en junio de 2017 con una facturación de 42,9 millones de euros, un 8,5% menos; a este importe hay que sumar los 65 millones de la mercantil que hasta este año ha explotado el merchandising del Barça. Del total de la facturación, el 93% correspondió a España, mientras que el 7% restante correspondió a los ingresos en Portugal. Sin embargo, la rentabilidad de la compañía aumentó notablemente, al disparar su beneficio neto un 13,5%, hasta los 4,1 millones de euros.
Aunque todavía se desconocen los números de la filial ibérica en el ejercicio fiscal que finalizó en junio de 2018, las ventas totales en Europa, Oriente Medio y África, aumentaron un 16%, hasta 9.242 millones de dólares (7.989,4 millones de euros). En todo el mundo, Nike facturó 36.397 millones de dólares (31.464 millones de euros), un 6% más, y ganó 1.933 millones de dólares (1.671 millones de euros), un 54% menos.
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