Lars Hygrell is the Senior Vice President, Marketing & Brands for Electrolux Major Appliances EMEA. In this role he is responsible for the brand and marketing strategy, planning and activation for Electrolux, AEG and Zanussi across the EMEA region, improving brand top 3 and conversion across all channels in the Kitchen, Laundry and Home comfort business segments. The 360 consumer experience is at the center of Electrolux marketing strategy and Mr Hygrell is driving an insight based digital marketing transformation across all steps of the consumer journey.
He joined Electrolux in 2009 as VP Global Brand Management, and he took his current role in EMEA in 2011. Before Electrolux, Mr. Hygrell worked in various marketing leadership roles for Saab Automobiles and General Motors in Sweden, Canada, Switzerland and Germany. Before that he worked as a management consultant at Profit Impact of Marketing Strategy (PIMS) Europe in London and in Sweden and at PWC.
Mr. Hygrell is a Swedish citizen, and holds a Master degree in Industrial Engineering and Management from Chalmers University of Technology in Gothenburg, Sweden.