Electrolux Adds Top Management Tier

Supports company’s focus on ‘consumer journey development’

By Alan Wolf, YSN

Newly appointed Chief Commercial Officer Anna Ohlsson-Leijon

Electrolux has created a new senior management platform and tapped former European business chief Anna Ohlsson-Leijon to lead it as chief commercial officer.

The new management tier, titled Commercial & Consumer Journey Organization, is worldwide in scope and will focus on commercial growth, consumer journey development and business execution. Under the new structure, which becomes effective July 1, each of Electrolux’s four global region heads will report to Ohlsson-Leijon, including North America chief Nolan Pike.

According to Electrolux president/CEO Jonas Samuelson, the changes are designed to “move even closer to the consumer and [make] the ownership of our products into an outstanding lifetime consumer experience.

“By getting organized globally around the consumer journey we can better leverage our scale on how a consumer buys an appliance, how we get them onboarded to connecting and using it, and strengthen our aftermarket products and services offering,” Samuelson said.

The new structure reflects the Swedish manufacturer’s latest business model, which is centered on “outstanding branded lifetime consumer experiences,” the company said. This central pillar is supported by three elements:

  • Sustainable Consumer Experience Innovation: Provide a steady stream of sustainable, consumer-relevant innovations under strong brands in key experience areas that enrich people’s daily lives. This includes helping consumers make great tasting food, take great care of their clothing and promote their health and wellbeing in the home.
  • Commercial Excellence: Leverage the key products that truly deliver value at the key price points in the market and with the right brands and partners.
  • World Class Ownership Solutions and Quality Experiences. Give consumers a great ownership experience through a smart, connected-home ecosystem that is focused on peace of mind, responsiveness, inspiration and perfect results. Employ connectivity to establish a meaningful relationship with consumers, help them get more out of their products and create loyal repeat customers.

Underlying those initiatives are three broad directives:

  • Capture emerging market growth and the more than 1 billion people expected to enter the middle-class economy with the next seven years.
  • Pursue operational excellence through modularization, automation, digital manufacturing and a digitally integrated supply chain to continuously increase efficiency and quality and lower costs.
  • Embrace talent, teamwork and continuous improvement through diversity, aligned goals and a culture of constantly doing things better.

Chris Braam, who currently heads European sales, will succeed Ohlsson-Leijon as European business chief.

All four region heads will continue to serve on Electrolux’s senior management team, “ensuring closeness to the business and emphasizing the important regional aspects of business development and execution,” the company said.

BrandSource, a unit of YSN publisher AVB Inc., is a nationwide buying group for independent appliance, furniture, mattress and CE dealers.