Appointment of UK Category Manager
White goods manufacturer Miele has appointed Clare Humphrey to lead its new product releases in the UK later this year.
In her new role, Clare 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, right through to installation into customers’ premises. Clare 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.
The role will also see Clare deliver product training for new starters within Miele and new sales personnel that join the Miele partners – the network of businesses that sell and install Miele equipment. The training ensures 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 four years’ experience in a business account manager role at Miele, Clare has developed a significant understanding of what the end customer wants from its commercial appliances. Given that Miele has several exciting product launches lined up for 2020 and beyond, Clare will play a part in developing the promotional activities for each of these, and effectively target key sectors.
Announcing the appointment, 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.”
Humphrey added:“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.”