International marketing specialist Rhiannon Prothero has taken up the new post of north west Europe marketing director at fashion software company Intentia.

Her brief is to drive a new industry-focused strategy and create leadership in the fashion market. She says the move "demonstrates a dynamic step change in Intentia's approach to the market".

Prothero joins the collaborative solutions company from PTC where she was director of European alliances and built a $48 million business in just two years. Before that she was industry marketing manager at SAP responsible for segment planning to achieve significant growth.

"There's a new challenge for information technology companies operating in the fashion market. The days of the generalists are gone," says Prothero. "The new reality is focus, focus, focus. Our proposition will revolve around our understanding of the issues facing fashion and apparel companies, and the impact on individual businesses. We'll then apply that understanding to create value for our customers."