In August, the workwear and promotional textiles manufacturer Daiber brought Marcel Helbig on board as its new Head of Marketing. One of Helbig’s main goals is to strengthen and further develop the brands of the family-owned company.

Marcel Helbig has been Head of Marketing at Gustav Daiber GmbH since August 2022. Photo: Gustav Daiber GmbH.

With many years of experience in the textile sector, Marcel Helbig enriches the Albstadt-based Gustav Daiber GmbH. Since August 2022, he has been responsible as Head of Marketing for the James & Nicholson and myrtle beach brands.

Helbig’s vision for Daiber is to take the presentation of the company and its own brands to a new level. Topics such as employer branding are also to be strengthened in this course. Crucial for him is the right storytelling. “In the future, we want to appear visually and linguistically even more modern, fresher – simply unique,” says Helbig, “without losing sight of our roots and tradition.”

The 40-year-old takes his expertise from his previous history, Helbig has already created successful brand worlds for several companies in the past. Most recently, he headed the marketing department of a Swabian underwear manufacturer.


Environmental protection and sustainability also continue to play a growing role. This applies both to the fabrics used in new collections, for example recycled polyester and organic cotton, and to the entire value chain and the company’s activities at the Albstadt site.

“We are very pleased that we have been able to win over an experienced and creative marketing expert in Marcel Helbig,” says Kai Gminder, Managing Director of Gustav Daiber GmbH in its fourth generation. “In this constellation, we can stand up to new challenges in the market together and achieve our ambitious goals.”