Former president of Europe & Asia Pacific at Beanstalk, Ciarán Coyle has confirmed he has taken on the new role of VP and head of global brand licensing at Electrolux Group.
Coyle will be based at the Group’s North American HQ in Charlotte, North Carolina, reporting to MaryKay Kopf, chief marketing officer.
The Electrolux brand portfolio already ranks well inside the world’s top 20 licensors, with a value of more than $3 billion at retail. Besides Electrolux, the portfolio includes more than 50 brands such as AEG, Zanussi and Frigidaire.
During his 11 years at Beanstalk, Coyle was responsible for the development of the agency business in Europe and Asia Pacific, representing brands including Harley-Davidson, Jack Daniel’s, Stanley, Black & Decker, Procter & Gamble, Jaguar, Land Rover and Volvo.
"Enhancing the value of the Electrolux portfolio of brands, reaching new consumer segments, exploring new partnerships and driving new revenue streams through strategic brand licensing is a key part of our brand strategy," said MaryKay Kopf, chief marketing officer at Electrolux.
"Ciarán is a global expert in his field and we look forward to seeing the development of this important area of our business under his leadership."
Coyle added: "With a strategic approach to brand licensing, executing each program professionally and staying true to each brand’s core equity, it is possible to drive significant brand value in a number of ways.
"These include reaching both new and existing consumers with dynamic and relevant ways to experience their favourite brands, driving diversified, high margin, revenue streams and, importantly, protecting Electrolux’s highly valued trademarks in numerous categories and geographies."