Kering powerhouse Gucci has named Benjamin Cercio as its new global communications director. This move marks one in a series of strategic hires to raise the bar within its internal divisions.

Credit: Say Who

The news came in on Monday: Benjamin Cercio is taking charge of all global brand communications at Gucci. Straight from Louis Vuitton, in fact – where he spent over 15 years. And he definitely has the experience to support the move, straight from a role at LV that includes a list of responsibilities like press, influencer, and entertainment relations director; international director, and, most recently, international celebrity relations director.

Cercio’s new role at Gucci covers PR, special events, social media, and influencer marketing. Not to mention, art projects, exhibitions, and communications for the Gucci Garden and Gucci Archive. He says on Linkedin,

“I am honoured to join Gucci as global communications director, and to start working for this very creative and inspiring house I have always admired, Kering.”

According to a release by the group, Cercio now reports directly to the luxury label’s executive V.P. and chief brand and client officer, Susan Chokachi.

A New Direction

Gucci’s appointment of Cercio is a part of broader C-suite changes. As reported by WWD, Robert Triefus was named CEO of Gucci Vault and Metaverse Ventures this month; in addition to his new role as senior executive vice president, corporate and brand strategy.

So – can these changes at Gucci regenerate growth? The Italian mega-label is clearly strengthening its high-end credentials; working to transition from an era of reinvention to a new chapter of sustainability and forward progress.

Albane Cleret & Benjamin Cercio at Cannes Film Festival, 2021 | Credit: Say Who

Despite the changes, investors still fear that Kering’s flagship label could keep losing market share to rivals such as Louis Vuitton and Hermès. So, straight from LV – Cercio replaces Beniamino Marini; who now acts as digital content and art brand image director at the label. Chokachi, previously president and CEO of Gucci Americas, assumed Chokachi’s role on September 1. Federico Turconi, executive vice president and chief operating officer of Gucci Americas, took Chokachi’s former role.

Subscribe to FIB’s Weekly Breaking News Report for your weekly dose of music, fashion and pop culture news!