Electrolux Names Lars Hygrell CMO

Hygrell replacing MaryKay Kopf
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Lars Hygrell

Electrolux has appointed Lars Hygrell chief marketing officer, replacing MaryKay Kopf.

Kopf, who has been with the company since 2003, will assist with the transition and depart at year’s end. Hygrell was most recently marketing and brands senior VP for major appliances in the company’s Europe, Middle East and Africa division. He has been with Electrolux since 2009.

“MaryKay has truly helped make Electrolux a world-class digital consumer marketing company, with much of her work leading up to the strong focus we have today on consumer experiences in the areas of taste, care and wellbeing,” said Jonas Samuelson, president/CEO. “I want to thank her for these achievements and wish her all the best in her future endeavors.”

“We’re also very pleased to welcome Lars as our new chief marketing officer,” Samuelson added. “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.”

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