Newly appointed Nikos Bartzoulianos shares his global agenda
YSN Staff
Nikos Bartzoulianos has worn many hats. From NATO commando and McKinsey consultant, to Procter & Gamble brand manager and Samsung marketing VP, the Harvard MBA is now three months into his latest gig as chief marketing officer (CMO) of the Electrolux Group. In this candid internal discussion shared by the Swedish appliance giant, Bartzoulianos cites the top items on his to-do list and offers a first glimpse into his global marketing agenda.
What’s top of your to-do list in your Group CMO role?
My initial focus is to build on the incredible foundation of Electrolux Group’s key brands, Electrolux, AEG and Frigidaire, and set a clear path for sustainable growth. This includes developing a consistent and unified experience for each of our key brands globally, and highlighting our core strengths, such as our commitment to sustainability, human centricity and innovation.
I am also exploring strategic global brand partnerships that align with our values to create more touchpoints with consumers worldwide.
What can you tell us about your marketing agenda?
I was drawn to Electrolux Group’s reputation for putting the consumer at the heart of innovation. So I envision a marketing agenda that transcends traditional campaigns to focus on creating comprehensive consumer experiences. Drawing from my past experiences, I aim to position Electrolux Group not just as a leader in the home appliance industry but as an essential part of consumers’ daily lives.
This will involve storytelling highlighting our dedication to sustainability and human-centric innovative design and solutions, which are crucial market differentiators we have the undisputed right to claim. Building a global, consistent, authentic brand voice for each of our key brands and reinforcing consumer trust will be paramount as we extend our global reach. I’m passionate about leveraging cutting-edge technologies and methodologies to stay ahead of market trends and continuously evolve our consumer engagement strategies.
Central to this is nurturing a high-performing, motivated team. When people feel valued and connected to the larger vision, they are more engaged and effective. Boosting team morale and fostering an environment where innovation and collaboration thrive are my top priorities as we navigate our marketing agenda.
What have been some highlights since joining Electrolux?
So many! Over the past three months I’ve been meeting with many marketing and regional teams and collaborating with external partners. The collaborative and driven culture at Electrolux Group has reinforced my belief that I made the right decision in joining the team.
Participating in the global fair IFA in Berlin was particularly inspiring, where our premium brand AEG launched its most advanced kitchen range yet. I was impressed by the quality of our innovations and our strong presence amid significant competition.
You are also head of sustainability for three business regions. How do you plan to strengthen our position as an industry leader in sustainability?
Sustainability is not just a component of our strategy; it is at our core. I want to elevate our standing as a sustainability leader by weaving it even more prominently into our Electrolux and AEG brand narratives and consumer touchpoints, and focus on initiatives that not only advance sustainable practices in our operations but also align with consumers’ personal sustainability journeys. Ultimately, these efforts will set us apart as an industry leader and also inspire future generations to embrace sustainable living.
