Clare Humphrey has been appointed to the professional division of Miele as category manager, where she will lead the new product releases Miele GB has planned this year.
In her new role, she will manage product launches, from working closely with the product team at Miele’s Germany HQ to ensure optimum product ranging for the UK market, through to installation into customers’ premises.
Humphrey will work with the rest of the marketing team to develop the best way to promote new products – including washing machines, tumble dryers, laboratory glasswashers, medical and dental technology, ironers and dishwashers – to target businesses in sectors such as care and hospitality.
Melissa Kershaw, senior marketing manager at Miele Professional said: “I’m delighted Clare is now part of the professional marketing team, joining at a really exciting time with a number of new products on the horizon. Her wealth of sales experience makes Clare very adept at putting the customer at the heart of our offerings when bringing new products to the GB market.”
The role will also see Humphrey deliver product training for new starters within Miele and new sales personnel that join the Miele dealer network. The training is aimed at ensuring that everyone across the business is well-versed on the features and functions of all appliances, and that Miele’s ‘immer besser’ (German for ‘forever better’) messaging is incorporated into its service.
With over 4 years’ experience already in a business account manager role at Miele, the company feels she has developed a significant understanding of what the end customer wants from its commercial appliances. Given that Miele has several product launches lined up for 2020 and beyond, she will play a part in developing the promotional activities for each of these, and target key sectors.
Humphrey said: “What attracted me to this position was the scope of the role. I’ll have full exposure to everything regarding the products manufactured by Miele’s professional division, from sales, to training, to merchandising.
“I’m particularly excited about getting our new products out there and into the premises of customers, especially those in key sectors such as care that will benefit from the infection prevention elements of our products, something that is crucial now more than ever.”