Electrolux Names Marketing Officer

Electrolux has promoted Lars Hygrell to the position of chief marketing officer, effective May 1.

Hygrell will succeed MaryKay Kopf, who has decided to step down, but will remain available to Electrolux until year-end to support the leadership transition.

Prior to his promotion, Hygrell served as the company’s senior vice president of marketing and brands, major appliances, EMEA. He also previously served as the company’s vice president of global brand management. Before joining Electrolux in 2009, Hygrell held various marketing positions at Saab Automobile and GM Europe from 1998-2009.

“We’re very pleased to welcome Lars as our new chief marketing officer,” says Jonas Samuelson, president and chief executive officer, Electrolux. “He has played a key role in building a strong position for our main European brands, and driving the 360-digital transformation of our marketing. He will be a great contribution to the management team.”

Electrolux is the world’s No. 20 largest licensor with $3.25 billion in retail sales of licensed products in 2016, according to License Global’s upcoming Top 150 Global Licensors report, which will be released next week. The company has more than 50 brands in its portfolio and its top licensed property continues to be the German brand AEG. Other top licensed brands include Electrolux, Frigidaire, Zanussi, Arthur Martin and White-Westinghouse.