Electrolux Group has appointed experienced consumer marketer Olivia Sutherland as its new Marketing Director for Australia and New Zealand, filling the role vacated by long-serving marketing chief Christina Kumcevski.

Sutherland will officially join the appliance giant on November 10, 2026, reporting to Kurt Hegvold, VP Commercial Area ANZ.

The appointment comes as Electrolux executes a major global strategy reset focused on profitable growth, greater organisational agility and a stronger emphasis on customer-facing activities, including local sales and marketing.

While Sutherland brings more than 25 years of marketing experience across Australia, New Zealand and the UK to the role, notably, she has no direct background in consumer electronics or major domestic appliances. 

Sutherland’s appointment is a departure from the category-specific experience often seen in senior marketing appointments within the appliance and consumer electronics sectors.

Her career has instead centred on fast-moving consumer goods, food and hospitality, with a strong emphasis on consumer behaviour, brand building, data, insights and driving growth.

That raises an interesting question about the direction Electrolux wants to take its marketing operation in ANZ. Is the company looking to put greater emphasis on personality, consumer engagement and lifestyle branding?

Electrolux has not indicated that it is moving away from its core appliance business. However, Sutherland’s appointment could point to an aim to broaden the way the company presents its brands to consumers, particularly now, as appliance manufacturers are increasingly competing on brand identity, lifestyle positioning and consumer experience as well as product specifications.

The appointment also confirms the succession following Kumcevski’s decision to leave Electrolux after 18 years with the company. ChannelNews reported in July that Kumcevski would depart at the end of October, with Electrolux yet to announce her replacement at the time.

Kumcevski had risen from a customer contact centre role to lead marketing across Electrolux’s Australian and New Zealand brands, overseeing a number of major campaigns during her tenure.

Outgoing Electrolux ANZ Marketing Director Christina Kumcevski.

Sutherland’s appointment also comes as Electrolux strengthens its commercial operation in ANZ. In February, the group announced the creation of a new Head of Key Accounts role, aimed at improving national alignment across its commercial operation.

Kurt Hegvold said Sutherland’s experience across multiple countries and consumer categories would strengthen the business.

“Olivia brings an impressive breadth of multi-country, multi-category experience across some of the world’s leading global brands,” Hegvold said.

“Her extensive experience, commercial expertise and passion for brands will be a fantastic addition to the team and will continue to take our brands to even greater heights.”

Sutherland’s arrival also comes after Electrolux reported improved second-quarter financial performance, with organic sales growth of 2% and operating income excluding non-recurring items increasing to SEK1.2 billion. The group has nevertheless continued to flag challenging market conditions and pressure on consumer demand in key markets.

Against that backdrop, the appointment puts a senior consumer marketer with extensive FMCG and brand experience at the centre of Electrolux’s ANZ marketing operation, and potentially points to a more consumer-led approach to how the company builds its brands in the region.