Keith White has been appointed director of global branding at Star Trac.

White moves from ParkerWhite Inc. where, as CEO, he developed the company into a premier branding agency in Southern California, US.

The new role has been created as Star Trac expands its global branding efforts. In particular, White will lead the company’s Expect Different campaign, to be launched at IHRSA in March, which is designed to ‘inspire healthy, active lifestyles on an individual level while fighting Type 2 diabetes and the obesity epidemic on a global scale’.

Steve Nero, president and COO of Star Trac, says White’s 15 years’ experience in strategic marketing and planning, brand identity, packaging and advertising will propel the campaign. “Keith will be instrumental in helping to set our new platform in motion,” he adds.

White says: “Through Expect Different we are positioning Star Trac to take a unique stand in the fitness industry – one that will benefit its employees, customers, end users and, ultimately, one that will have a global impact.”

Throughout his career, White has worked for companies including Nature’s Way, Kennex, Zimmer, Interlink Electronics, H20 Audio and ADT.