It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.
Anastasia Barlas has switched FMCG for home appliances and joined Electrolux Australia as marketing director for Australasia.
The former Kimberly-Clark consumer marketing chief, who left last November following a restructure of the marketing function, takes up the newly created position with Electrolux on 20 July. She had spent 12 years with the FMCG company in various roles including divisional marketing and management positions.
In a staff memo, Electrolux Australia said Barlas will report operationally to managing director, Mike Putt, and functionally to VP of marketing for Asia-Pacific, Dalia Feldheim.
She will be responsible for driving brand leadership in the major appliance categories, as well developing and executing an integrated marketing strategy across each brand with an emphasis on the group’s ‘Remarkable Consumer Experience’ initiative.
Putt said the group was delighted to have Barlas join to head up the marketing team and noted her experience in product launches and large global organisations.
“Electrolux regularly launches new products and we are looking forward to Anastasia’s leadership in the creative marketing campaigns that accompany these launches, as well as promoting our stable of household brands generally,” he stated.
Seely hires GM of marketing
Australian air conditioning specialist, Seeley International, has also brought on a new general manager of marketing in what it says is a global growth move aimed at accelerate marketing activities and resources.
Mikael Svensson was most recently with vocational training provider, TAFE SA, as general manager of its international unit after overseeing marketing initially. Prior to relocating to Australia in 2012, he worked in several strategic marketing roles for eye health products provider, Bausch+Lomb in Sweden and the UK, including medical marketing and communication vision care in Europe, the Middle East and Africa, as well as the global vision care marketing team.
Seeley International founder and executive chairman, Frank Seeley, said Mikael would play a pivotal role in building the company’s reputation and growing market share across its entire product range. Brands include Breezair, Braemar, Coolair, Convair, Aira, Coolerado and Climate Wizard.
“Seeley International’s market dominance and strong international growth trend continues, and with more than a decade of experience working in very senior marketing executive roles, Mikael is a valuable addition to the team,” Seeley said.
Svensson highlighted Seeley’s innovation, product quality and growth opportunities as key reasons for joining the team.
“Seeley International is such an innovative market leader, and with all its high quality leading brands, I look forward to expanding the marketing of its unique range of product and services, as well as bringing new, innovative technology to Australia and international markets,” he said.