Electrolux Group appoints new UK and Ireland general manager

Sara Erman, general manager, Electrolux UK and Ireland

The Electrolux Group has announced the appointment of Sara Erman as UK and Ireland general manager.

Erman has been with the Electrolux Group since 2016 when she joined as marketing director. She has worked across a variety of roles within the company and is said to bring with her extensive knowledge of the business as well as “invigorating plans”.

Erman has more than 20 years’ experience in brand and marketing management following her role as vice-president of direct-to-consumer e-commerce at Electrolux Group. Erman is said to encourage growth not only within her team but throughout the company by “intertwining strategy and operations through a transformational approach to brand development”.

Commenting on her new role, Erman said: “I am delighted to be continuing my journey and taking on responsibility for Electrolux UK & Ireland during such an important time for our company. Not only am I committed to a strategy of continued investment in our brands to further accelerate the growth they have seen in recent years, but I also look forward to continuing our commitment to the Better Living Programme we implemented in 2019. As a leader in home appliances, Electrolux is perfectly positioned to assist consumers in living a more sustainable lifestyle and our innovative technology and product solutions, along with our brand and corporate partnerships, aim to answer that need.”

Erman replaces Luke Harding, who was promoted to the general manager role in January 2020, replacing Peter Spencer, who is now vice-president of consumer direct interaction business and aftermarket services at Electrolux Europe. Harding has now been promoted to a vice-president role within the European business.

Harding said of Erman’s appointment: “Sara’s experience across brand and commerce made her the perfect candidate to take on the general manager role. Her innovative approach and hands-on expertise create an environment that fuels excitement and propels our brands forward, which is crucial as we seek to grow and innovate.”

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