The LYCRA Company Elevates Melissa Riggs to Chief Marketing Officer
The LYCRA Company, a pioneering global leader in sustainable and cutting-edge fiber and technology solutions for the apparel and personal care industries, has announced the promotion of Melissa Riggs to Chief Marketing Officer (CMO). Riggs, who previously held the role of director of marketing for North America, will now spearhead the company’s marketing efforts at a global level. With over 20 years of experience in brand-building across the consumer packaged goods, apparel, and footwear sectors, Riggs brings an impressive depth of expertise to her new position. Her background includes notable work with the GORE-TEX brand, as well as an 11-year tenure at Molson Coors Beverage Company, where she specialized in partnership marketing and go-to-market strategies for distributors.
Riggs’ promotion marks a significant milestone in The LYCRA Company’s growth strategy, reflecting the company’s commitment to strengthening its unique marketing capabilities and leveraging these skills to drive business success.
“I am pleased to recognize exceptional talent from within our organization,” said Gary Smith, CEO of The LYCRA Company. “Melissa’s promotion is a testament to the depth of marketing expertise we have built over time. Her leadership will be crucial in advancing our brand initiatives and further elevating the value we bring to our customers.”
A Track Record of Excellence
Riggs’ career trajectory within the consumer goods and apparel industries has been one of consistent excellence. Her tenure at Molson Coors, where she developed and led marketing strategies for some of the company’s most iconic brands, provided a strong foundation in both consumer engagement and market expansion. There, she honed her skills in partnership marketing, overseeing campaigns that effectively aligned brand strategy with distribution networks. This experience, combined with her earlier work with GORE-TEX, gave her a broad understanding of brand-building in both B2B and B2C contexts.
In 2022, Riggs joined The LYCRA Company as director of marketing for North America, where she immediately made a significant impact. Her ability to drive marketing initiatives and collaborate with cross-functional teams led to stronger brand positioning and strategic partnerships, particularly in the North American market. As the company now looks to expand its global reach, Riggs is poised to lead the charge in creating and executing marketing strategies that resonate on an international scale.
Strategic Vision for The LYCRA Company
In her new role as CMO, Riggs will oversee all aspects of The LYCRA Company’s brand and marketing initiatives. Her responsibilities will include the strategic development, planning, and execution of marketing programs that align with the company’s broader business objectives. Riggs will play a key role in driving the company’s growth, helping to elevate its ingredient brands such as LYCRA®, COOLMAX®, and THERMOLITE®, while strengthening the company’s relationships with its partners across the value chain.
“I am deeply honored and excited to step into the role of Chief Marketing Officer at The LYCRA Company,” said Riggs. “Over the past three years, I’ve had the privilege of collaborating with an incredibly skilled and dedicated team. As CMO, my focus will be on unlocking new ways to invigorate our ingredient brands, elevate the experience for our customers and partners, and make a lasting impact across the entire value chain.”
Riggs’ vision is centered around innovation, with a particular focus on finding creative ways to position The LYCRA Company’s sustainability efforts as a key differentiator in the market. As consumers increasingly demand sustainable products, Riggs aims to build on the company’s existing reputation for environmental stewardship, while also ensuring that the company remains at the forefront of technological advancements in fiber and textile production.
Fostering Global Growth and Collaboration
With her extensive experience in global marketing, Riggs is uniquely positioned to lead The LYCRA Company as it continues to expand its reach worldwide. She will work closely with the company’s global leadership team to ensure that The LYCRA Company’s marketing strategies are not only effective in individual markets but are also aligned with broader international goals. Her leadership will be instrumental in scaling the company’s marketing initiatives and reinforcing its position as a global leader in the fiber and technology solutions space.
One of Riggs’ primary goals is to deepen the company’s engagement with key stakeholders across the value chain, from manufacturers to end consumers. By fostering stronger relationships with these partners, she aims to create a more collaborative and integrated approach to marketing that will drive mutual growth.
“As the CMO of The LYCRA Company, I’m excited to build on the incredible legacy of the brand and to help shape its future,” Riggs continued. “Our products are known for their high performance and comfort, and we have a unique opportunity to lead the industry in sustainability. I’m looking forward to working with our teams around the world to amplify our message and make an even greater impact on the communities we serve.”
A Commitment to Education and Development
Riggs’ promotion is not only a recognition of her marketing acumen but also her commitment to the development of talent within The LYCRA Company. She has consistently demonstrated a passion for mentoring and supporting the growth of her colleagues, and her leadership style is characterized by collaboration, innovation, and inclusivity. Riggs’ ability to inspire and nurture talent has made her an invaluable asset to the company, and her new role will only expand her ability to mentor the next generation of marketing leaders at The LYCRA Company.
Riggs holds a master’s degree in marketing from Temple University in Philadelphia, as well as a bachelor’s degree from the University of Rhode Island. She is based at The LYCRA Company’s global headquarters in Wilmington, Delaware, where she reports directly to CEO Gary Smith.
About The LYCRA Company
The LYCRA Company is an innovative leader in fiber and technology solutions, providing sustainable and high-performance products to the apparel and personal care industries. The company is best known for its iconic consumer brands, including LYCRA®, COOLMAX®, THERMOLITE®, ELASPAN®, and TACTEL®, among others. Headquartered in Wilmington, Delaware, The LYCRA Company has a global presence, with facilities and operations spanning North America, Europe, and Asia.
With a strong commitment to sustainability, The LYCRA Company continues to lead the industry in developing products that offer both comfort and performance, while also promoting environmental responsibility. Its unique innovations meet the evolving needs of consumers, making The LYCRA Company a trusted partner for brands across the globe.
As The LYCRA Company looks toward the future, the appointment of Melissa Riggs as Chief Marketing Officer signals an exciting new chapter for the company. Riggs’ extensive experience and leadership qualities, combined with her passion for brand development and sustainability, position her to drive the company’s marketing efforts to new heights. Under her guidance, The LYCRA Company is poised to further strengthen its position as an industry leader, innovator, and trusted partner in the global marketplace. With her at the helm of the marketing team, the company is well-equipped to achieve its ambitious growth objectives and continue delivering exceptional value to its customers, partners, and stakeholders.
