Electrolux Names Hygrell Chief Marketing Officer

Electrolux has appointed Lars Hygrell, currently svp/marketing and brands within the business area of major appliances Europe, Middle East and Africa, as chief marketing officer.

Hygrell will replace MaryKay Kopf, effective May 1, who has held the position since 2011. She joined Electrolux in 2003 as vp/marketing for Electrolux major appliances North America.

Hygrell joined Electrolux in 2009 as vp/global brand management and took up his current position in 2011. He held various leading positions within marketing functions for Saab Automobile and GM Europe from 1998 to 2009, the company said.

“Lars has played a key role in building a strong position for our main European brands, and driving the 360 digital transformation of our marketing. He will be a great contribution to the management team,” said Jonas Samuelson, president and CEO, Electrolux.