Steelcase has appointed Michelle Cockrill as its new director of brand communications for Asia Pacific (APAC). In this role, she will lead brand strategy, storytelling, and communications across the region, reinforcing Steelcase?ÇÖs commitment to creating high-performance workspaces that support people and organizations.Cockrill joins Steelcase from BNP Paribas, where she served as head of marketing and communications for Asia Pacific for seven years. With extensive experience in strategic brand growth, she specializes in developing narratives that align business goals with human-centered communication. Her background also includes roles at J.P. Morgan and United Technologies.The appointment comes as Steelcase continues its expansion in APAC. The company sees the region?ÇÖs evolving business landscape and the increasing adoption of hybrid work models as both challenges and opportunities for workplace design. Research from Steelcase shows that 56% of meetings now include remote participants, emphasizing the need for smarter, more adaptable workspaces that enhance collaboration and productivity.Peter Lewchanin, president of Steelcase APAC, highlighted Cockrill?ÇÖs expertise in marketing and brand communications as a key asset in strengthening the company?ÇÖs connection with businesses and consumers. He believes her leadership will further elevate Steelcase?ÇÖs position as a trusted partner in workplace innovation.Cockrill expressed enthusiasm for her new role, noting that workplaces are undergoing another transformation and that Steelcase is at the forefront of helping organizations navigate these changes. She is particularly excited to join a company that not only designs high-performance spaces but also prioritizes sustainability and human-centric design. She sees Steelcase?ÇÖs commitment to research-driven insights and innovative solutions as a unique and valuable opportunity.Steelcase?ÇÖs announcement follows a similar move by ASICS, which recently appointed Caroline Fisher as its global brand communications director. Fisher will focus on integrating ASICS?ÇÖ founding philosophy into its brand communications.