Electrolux Creates Chief Product Post

Michelle Shi-Verdaasdonk has complete product oversight

YSN Staff

Electrolux has centralized its product operations under a newly created corporate position with responsibility for virtually every aspect of the company’s product line.

The new role, chief product officer, was assigned to Michelle Shi-Verdaasdonk, who previously served as chief procurement officer.

In her new post, Shi-Verdaasdonk oversees product strategy, research and development, design, electronics and connectivity, in addition to her prior procurement duties. She and her team “will have the mandate and complete responsibility to define the tech and product road map, develop an attractive product ecosystem and control cost and complexity,” Electrolux said.

She continues to report directly to Yannick Fierling, Electrolux president/CEO.

Assisting Shi-Verdaasdonk is Elena Breda, formerly head of the Technology, Digital and Sustainability (TDS) group, who is now head of Product Strategy, Innovation and Sustainability. In addition, Vincent Rotger, previously chief strategy officer, has been named head of the product line.

As part of the new organizational chart, the company’s Taste (kitchen appliances) and Care (laundry appliances) product groups have been phased out.

“We need to be closer to our consumers and these changes will help us do just that,” said Fierling. “The new product organizational area will bring a sharper, simpler structure with faster decision-making thanks to clear end-to-end accountability, and the regional product teams will be empowered in their work close to the consumers through end-to-end responsibility for commercialization.”

Shi-Verdaasdonk rejoined Electrolux two years ago from Dyson, where she served as chief supply chain officer. She had previously spent five years at Electrolux in several global manufacturing and quality control director posts. Trained as an aerospace engineer, she is a recognized global supply chain leader and a passionate advocate of women in STEM (Science, Technology, Engineering and Math), the company said.

Following the reassignments, which went into effect Feb. 1, Electrolux’s senior management team is now comprised of Fierling, Shi-Verdaasdonk, Rotger, CFO Therese Friberg, HR chief Francesca Morichini, Chief Information Officer JP Iversen, outgoing General Council Ulrika Elfving, North America head Patrick Minogue, and Eduardo Mello and Leandro Jasiocha, who head the Latin America and Europe, Middle East and Africa (EMEA) regions, respectively.

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