The professional division of Miele has appointed Melissa Kershaw as senior marketing manager in the UK.
Kershaw joins Miele from vehicle leasing company Arval, where she held key roles developing strategic and tactical marketing campaigns across B2B media channels, whilst working with a network of independent partners.
Following 12 years as the acquisition marketing manager at Arval, Kershaw is looking forward to applying her passion for Miele’s products as well as her product management and communications skills to a fresh challenge.
Commenting on her appointment, she said: “There’s no doubt that Miele has a fantastic brand reputation as an industry leading commercial laundry, dishwashing and washer disinfection manufacturer. With exciting plans ahead, both internally and as part of Miele’s growing commercial product range, it’s a very exciting time to be joining the business.
“I’m looking forward to developing the marketing strategy with a view to growing the Miele customer family, both attracting new customers to our brand and also looking after our loyal customers.”
Kershaw takes over the reins from Kate Jones, who spent 6 years in the role.
Sam Bailey, the UK sales and marketing director at the professional division of Miele, commented: “Kate has done phenomenal work during her time at Miele and we wish her the best of luck in her new venture. We, too, feel very lucky to welcome someone with Melissa’s experience to offer fresh perspectives drawing upon different sectors.”
Kershaw added: “I’m also looking forward to taking advantage of the wealth of in-house expertise at Miele and working alongside the dedicated sales team, our established partners and, of course, the head office team in Germany, to grow the Miele Professional business.”
In her new role Kershaw is keen to embrace the commercial white goods industry and Miele’s network of partners and direct customers, using these relationships to inform and shape future marketing activity and identify customer requirements from a commercial laundry or lab equipment provider.