LG appoints Electrolux marketer to head home appliances

LG Electronics has appointed former Electrolux marketer Andy Mackay to the new role of UK sales director for digital appliances. He will also be responsible the cooking, floorcare, refrigeration and laundry products.

LG says the appointment is a “significant strategic shift” in its structure in the UK. It is the first time that it has had a dedicated sales director for its home appliances portfolio and is part of a move to increase its focus on that sector.

Mackay, who takes over the role this week, was previously the brand and marketing director at Electrolux UK & Ireland across the Zanussi, AEG and Electrolux brands. He left the company in May after his role was scrapped following a management restructure (MW May 17).

Mackay says: “The new structure will allow the UK team to place a stronger focus on home appliances, working with our trade partners to really deliver what our customers really want.”

LG already has a strong presence in home entertainment products, including LCD and plasma screens, DVD and home cinema, but it is now keen to build brand awarness in premium home appliances.

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