Electrolux appoints new GM for Middle East
Banes' appointment was effective April 6. He replaced Imran Mahmoud and will be based in Dubai, United Arab Emirates. He has served Electrolux for 12 years in a variety of commercial and product development positions, including assignments in Asia, Europe and the Middle East, where he's spent the past two years working as senior vice president for Electrolux's home comfort division. In that role he was charged with developing and implementing regionally focused innovations.
In his new position, Banes will be focused on the growth strategy of Electrolux in the MEA region. He plans to achieve this by continuing to develop product innovation as well as setting the organization apart from its competitors through product and brand marketing initiatives.
Electrolux products only recently became available in the lower Gulf region, but the brand has been in existence for over nine decades. The company's specialty is developing innovative solutions for restaurants and hotels. Executives have announced the launch of the company's Free-Standing Cooking Platform will take place in the MEA region later this year.
“Over the coming months we will be increasing our presence in (Saudi Arabia), with exciting new initiatives and product launches," Banes said. "We will continue to build on our consumer understanding and steer that knowledge and insight toward the development of new regionally relevant and consumer validated products."