TOUS, the jewelry retailer in business since 1920, reaffirms its commitment to innovation and connecting with consumers by creating the role of Brand Experience Director.

Anna Sió, with more than 20 years of experience with well-known retail brands, assumes this role and joins the firm’s Management Committee, reporting to Anaïs Durand, Director of Marketing and Communication. In this role, Anna will lead the development of the brand experience model with an interdisciplinary vision and a special focus on digital, a central feature of the jewelry firm’s transformation process.

Sió comes to TOUS with solid experience at renowned firms such as Nike, Reebok or CH Carolina Herrera, where she has led brand strategy for Iberian, European and global markets. Added to her vast experience in the retail sector is an academic background that blends communication and fashion, with a degree in communication from the Autonomous University of Barcelona, a master’s in fashion marketing and communication from the Istituto Europeo Di Design and Cool Hunting training at Central Saint Martins.

Speaking about her new role, she notes: "It’s very exciting to be able to work with such an emblematic brand as TOUS". And about her position: "I am particularly interested in the transversality of my role. As Brand Experience Director, I collaborate with many specialist areas and teams, since the construction of the customer experience spans everything from design to sales. And it's amazing to see how TOUS is able to integrate all these processes, from inspiration to final sale."

For her part, Anaïs Durand celebrates the arrival of Anna Sió: "It’s wonderful to welcome someone with such innovative talent and such a relevant trajectory. I’m convinced that Anna will play a key role in driving the cross-cutting transformation process that is underway, with a special focus on digital and omnichannel to create the best possible experience for TOUS customers".