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Electrolux

 

Electrolux is a leading global appliance company that has been shaping better living for more than a century. Known for its innovative products and sustainable solutions, Electrolux offers a wide range of appliances, including refrigerators, ovens, washers, and vacuum cleaners, under brands such as Electrolux and Frigidaire. With a commitment to improving everyday life, Electrolux focuses on combining technology, design, and functionality to meet the evolving needs of consumers worldwide.

 

At Electrolux, I led initiatives that transformed the Direct-to-Consumer (D2C) business, driving substantial growth across multiple channels while enhancing the consumer journey. My contributions have left a lasting impact on both revenue and brand loyalty.

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Key Highlights of Impact

  • Strategic Business Development: Engineered D2C strategic plans for parts and accessories across brand websites (Frigidaire.com, Electroluxappliances.com) and 3P marketplace partnerships likeereplacementparts.com.. These efforts resulted in an impressive 65% YOY growth in online parts sales in the first year.

  • Financial Leadership: Oversaw the P&L for the entire business unit, delivering accurate financial forecasts and tracking critical metrics such as units sold, GP1, sales, and EBIT.

  • Promotional Innovation: Identified and implemented cost-effective promotional opportunities that successfully generated new direct business, driving measurable results.

Ownership of the Consumer Sales Journey

  • Company Store Leadership: Directed the ‘Company Store’ for direct sales of major appliances, significantly expanding final-mile capabilities to maximize consumer reach. Ensured alignment with consistent brand strategies across Company and sub-brands.

  • Post-Purchase Engagement: Improved the ownership experience by optimizing post-purchase communication through digital channels. Launched innovative CRM programs to foster long-term consumer relationships, increase accessory/service sales, and drive brand loyalty.

Enhanced Consumer Experience Through CRM

  • Relationship Building Programs: Led CRM initiatives to manage direct consumer interactions, creating dynamic engagement strategies that nurtured brand loyalty and maximized lifetime value.

  • Global CRM Guidelines: Established comprehensive guidelines for CRM best practices, ensuring consistency and effectiveness while empowering localized innovations.

Extended Service Agreement (ESA) Program Excellence

  • Delivered outstanding year-over-year performance improvement for North America’s ESA programs, achieving consistent growth in sales, earnings, customer acquisitions, and program enhancements.

Results in Numbers

  • +65% YOY Growth in Online Parts Sales

  • Increased Customer Engagement and Loyalty

  • Optimized Revenue Growth Across DTC Channels

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