Modibodi trims creative team, axes longstanding CMO role

(Source: Modibodi)

Period and incontinence underwear brand Modibodi has laid off its CMO and eight-year veteran Liana Lorenzato in a series of redundancies.

“Effective Thursday this week COB and after 8+ years, I will no longer be at Modibodi, unfortunately my role has been unexpectedly made redundant,” Lorenzato said in an email.

Lorenzato joined the company in 2016 as marketing and public relations manager and was appointed CMO in 2020.

Modibodi has also culled two members of its in-house creative team over the past few weeks.

“We can confirm that Modibodi has made a number of organisation changes designed to support the growth of the business locally and internationally. The changes have resulted in a small number of redundancies,” the company told B&T

“We are committed to working with the people affected to ensure they are supported through the change process.”

Founded in 2013 by Kristy Chong, Modibodi pioneered leakproof apparel for periods and incontinence including underwear, swimwear, activewear, and maternity wear. 

Chong stepped down as CEO after selling the brand to Swedish health company Essity for $140 million in July 2022.

The firm appointed Kerry Cusack as its executive director in July last year.

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