LG's Herrington Outlines Goals As New Majap Chief - Twice

LG's Herrington Outlines Goals As New Majap Chief

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John Herrington, the just-appointed president of LG Electronics' digital appliance division, isn't resting on his laurels.

As the company's former sales VP, Herrington played a major role in taking the brand from zero market share in 2002 to more than 5,000 doors today. But rather than recount past successes during his first interview with TWICE as division chief, he looked ahead to enhancing efficiencies and leveraging LG's "product leadership" to bring more majaps to market more quickly.

Herrington joined LG in 2001 from Amana, where he held a variety of executive level positions including marketing VP and national account sales. The Korean manufacturer had just introduced the high-end brand in an effort to trade up its U.S. business from its commodity Goldstar line. As LG Electronics president/CEO Michael Ahn noted, "Over the last five years, John has been instrumental in building LG into one of the fastest-growing premium brands in the home appliance category."

With his promotion, which became effective on the first of the month, Herrington succeeded division president Soon Kwon, who, like his successor Teddy Hwang, was rotated out after one year in the post. (Kwon is now responsible for majap sales and marketing in the Americas, the Middle East and Africa.)

In his new role, Herrington oversees all aspects of LG's appliance business in the United States, building its position as a premium appliance brand and further expanding sales. He will also continue to manage LG's sales and merchandising functions.

Added Ahn: "With his deep knowledge of the marketplace, strong relationship with our retail partners and solid understanding of today's consumers, John is poised to successfully drive the growth of the digital appliance division and its innovative product lines."

TWICE spoke with Herrington on the eve of his new assignment.

TWICE: Congratulations on your appointment.

John Herrington: Thank you. It's a great opportunity and I couldn't be more excited to lead LG's continued expansion in the U.S.

TWICE: What's the first order of business?

Herrington: We have a lot to do to finish out the year [2006]. Then I will take a hard look at our execution, including sales, marketing, customer support and all aspects of bringing our great products to market.

TWICE: What's your biggest challenge?

Herrington: No one has launched as much product as us and our challenge is to just get better, to execute launches effectively and on time.

TWICE: To what do you attribute LG's relatively fast success in the U.S. market?

Herrington: We've driven our success on product leadership and great people. Product leadership is what we're all about — changing the way consumers look at appliances — and I have high expectations to continue that success by expanding our market coverage and presence, and by driving the brand up.

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