Commercial kitchen equipment manufacturer, Electrolux Professional, has announced three key appointments for its UK and Ireland sales team.

Alex Reed will become the manufacturer’s new regional sales manager for foodservice, Russell Mayes will take up the role of regional segment manager for hotels and consultants in the UK and Ireland, and Pauline Cribb has joined the company as area sales manager – foodservice, for Scotland.

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Reed joined Electrolux Professional in 2013 from Mercedes Benz Commercial Vehicles, and most recently held the role of area sales manager for East Anglia.

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He will now be responsible for leading the foodservice sales department in the UK and Ireland, as well overseeing the implementation of wider commercial strategies across the dedicated catering equipment division.

Reed said: “The foodservice market is intensely competitive so one of my key responsibilities will be working with our distribution partners to deliver the best possible service and solutions to the catering industry.

“Electrolux’s extensive range of robust and high efficiency commercial kitchen equipment is key to this; however, our remit also extends beyond product and a great example of that is our unique finance offering – Electrolux Express Finance.

“This service gives chefs and procurement teams across the country fast access to the equipment that will best suit their establishment, on a payment package that suits them.”

Mayes brings with him 30 years’ experience in business development and management roles across the hospitality, healthcare and foodservice sectors.

Having most recently worked for global hygiene provider Diversey, he was responsible for various international hospitality contracts.

His new role as regional segment manager for hotels and consultants will involve the implementation of business development strategies for Electrolux Professional’s foodservice and in-house laundry solutions across the hospitality sector.

Mayes commented: “My role at Electrolux will primarily be to develop a robust business development strategy covering the company’s two major divisions, supported by a transparent financial and support model.

“Ultimately I hope to demonstrate our ability to provide efficient and sustainable solutions for all aspects of the hospitality sector, including new-build and hotel refurbishments, from one reliable and reputable equipment manufacturer.”

Pauline Cribb also joins Electrolux as area sales manager – foodservice for the Scottish region, bringing with her 15 years’ experience in a sales role; most recently as head of sales and marketing for distributor Clyde Refrigeration, and prior to that at Scottish dealer, CSR.

She commented: “I feel I have a great opportunity to make a real impact for Electrolux across the Scottish foodservice market.

“Having worked extensively for catering dealers in the region, I’m well placed to build on Electrolux’s already strong network of partners, and further extend the company’s market share within Scotland.”