Electrolux Group ANZ Head of Marketing Christina Kumcevski has resigned after 18 years with the Swedish appliance company, with no announcement yet on who will replace her.

Her exit takes effect from the end of October 2026, and questions are now being raised as to who will step into the role at a time of heightened movement in the appliance marketing sector.

ChannelNews understands that two major Chinese brands are about to appoint new marketing directors, with at least three senior executives at European brands approached in recent weeks.

From Contact Centre To Marketing Chief

Kumcevski joined Electrolux 18 years ago in the Company’s Customer Contact Centre before rising to lead the marketing function across the Group’s Australian and New Zealand brands.

Kurt Hegvold, VP Consumer ANZ at Electrolux, said, “Farewelling such a highly valued and longstanding leader from our business is never easy, however I’m incredibly happy for Christina as she takes the next step in her career. After commencing with the Group at the Customer Contact Centre 18 years ago, she leaves a tremendous legacy and can be enormously proud of not only her own success, but the positive impact she’s made on her team and the business”.

Kumcevski will continue to oversee the marketing function until the end of October to ensure continuity, with next steps to be communicated at a later date, the Company said.

Steam Campaign Her Latest Play

Her departure comes as Electrolux Australia rolls out its biggest recent marketing push, “Steam when you need it”, a steam cooking campaign backed by large-scale 3D outdoor billboards, creator-led social media activity and immersive experiential events.

The campaign positions steam ovens as flexible, everyday and intuitive appliances rather than an overly complex gadget built into an oven.

Kumcevski also oversaw giant custom-built outdoor oven installations featuring internal lighting, lenticular perspective-shifting food imagery and live controlled smoke and steam generation.

She has recently been involved in several new marketing campaigns for Electrolux across multiple brands.