Steelcase hires former BNP Paribas marcomms head to build Asia presence

Furniture manufacturer Steelcase has appointed Michelle Cockrill as its new director of brand communications for Asia Pacific (APAC). In this role, Cockrill will spearhead brand strategy, storytelling, and communications across the region, reinforcing Steelcase’s vision of creating high-performance workspaces that empower people and organisations to thrive.

Cockrill (pictured) joins BNP Paribas where she was head of marketing and communications for Asia Pacific for seven years. With years of experience in strategic brand growth, Cockrill brings expertise in developing narratives that connect business objectives with human-centered communication. She has also worked with the likes of J.P. Morgan, and United Technologies.

The appointment comes at a pivotal time for Steelcase as it continues to expand in APAC, according to a statement seen by MARKETING-INTERACTIVE. "The region’s dynamic business environment and rapid adoption of hybrid work models present both challenges and opportunities for workplace design," the company said.

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According to Steelcase research, 56% of meetings now include remote participants, highlighting the need for smarter, more adaptable workspaces that foster collaboration and productivity.

Peter Lewchanin, president of Steelcase APAC said, "Cockrill's deep expertise in marketing and brand communications will be instrumental in shaping how our brand connects with businesses and consumers across the region. Her leadership will help us further elevate Steelcase’s position as a trusted partner in workplace innovation.”

Speaking on her new role, Cockrill said, “Workplaces are going through another evolution, and Steelcase is at the forefront of helping organisations navigate these changes."

She added, “What excites me most is joining a company that designs beautiful, high-performance spaces and also places sustainability and human-centric design at the heart of its mission. Steelcase’s commitment to research-driven insights and innovative solutions makes this an incredible opportunity.”

Steelcase isn't the only company to have appointed a director of brand communications recently. Last week, Japanese footwear brand ASICS appointed Caroline Fisher as its global brand communications director. In her role, Fisher will focus on putting ASICS' founding philosophy at the heart of the brand's communications. 

She will report to Gary Raucher, global head of marketing and executive board member at ASICS, MARKETING-INTERACTIVE understands. 

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