CEO Insights Magazine

The manufacturing sector is considered a cornerstone of societal and economic progress, playing a pivotal role in modernisation altogether. Creating employment opportunities in the secondary and tertiary sectors contributes to reducing people's heavy dependence too. The Electrolux Group stands as a distinguished global appliance company committed to enriching people’s lives for more than a century. It remains at the forefront of innovation, consistently introducing sustainable experiences in taste, care, and well-being for millions. The company's unwavering dedication extends to pioneering societal sustainability through its progressive solutions and operational practices. Joseph Oram, as the Head of Marketing, APAC & MEA at Electrolux Group, oversees the creation, implementation, and execution of strategic marketing plans for the entire organization in the region. His role focuses on attracting prospective consumers and maintaining relationships with existing ones, encompassing various lines of business and brands within the organization.

In a candid interview with us, Joseph shared the recent developments in the marketing industry and discussed his plans for future endeavours.

Can you provide a concise overview of your professional history and experiences? Additionally, what inspires and drives your daily routines?

I've been with Electrolux for almost 12 years, originally from the UK. Before joining Electrolux, I worked at Samsung in both the UK and Korea. My journey at Electrolux started in product management and category management in the UK where I led the team tasked with turning around the local Fabric Care business. I then spent two years in Stockholm at the headquarters, focusing on the commercial aspects of category management for Europe. In 2017, I moved to Singapore, leading in category management for refrigeration across Asia Pacific. The company underwent significant changes during my time, including merging Asia Pacific with the Middle East Africa region. I moved to Thailand five years ago, taking on a role in leading brand, product marketing, and content and scaling approaches to marketing in order to drive efficiency and consistency across APAC & MEA.

After four years in that role, I spent a year working globally, heading up Marketing for the Refrigeration. In January, I began a new role heading up marketing for Asia Pacific, Middle East, and Africa. Professionally, I'm motivated by finding solutions to complex challenges and my passion lays in building high performing teams and developing people. Working in this part of the world has been rewarding due to the significant changes and the need to drive scale for competitiveness. The industry is consolidating, and finding ways to achieve efficiency while retaining local knowledge and insights and this has been an incredibly interesting part of my journey over the last seven years.

The company holds strong values with a wealth of talented individuals, offering opportunities for personal and professional development in many different areas. One can embark on their journey in a local role in the UK and find themselves, a decade later, in Bangkok, involved in entirely different aspects of the company. Currently, the company is emphasizing simplification, aiming to streamline processes, identify core businesses, and optimize their focus for a strong future. Another crucial aspect is the group's unwavering commitment to sustainability, deeply ingrained in the foundation of the Electrolux. Whether in product development, operations, or consumer communications, the group prioritizes sustainability, striving to set industry standards in this regard.

What recent strategic initiatives have you implemented to enhance/efficiency operations and connect with new audiences in the market?

In recent years, our primary focus has been on enhancing retail execution to provide the best consumer experience, whether in-store or online, with a strong emphasis on conversion. However, there's a shifting dynamic within our sphere in APAC & MEA, and our upcoming strategy involves a greater emphasis on demand-generating activities, especially in media. Particularly in markets with established brands like Thailand, Australia, and Vietnam, our goal is to communicate more often and more effectively with consumers, ensuring awareness and a clear understanding of our brand values. The strategy involves maintaining excellent retail experiences while significantly increasing advertising efforts to attract new consumers, creating heightened brand awareness, preference, and saliency.

Share insights into your leadership style. What principles or approaches do you adhere to as a leader?

I've gained experience in building teams, particularly when I initially assumed my role in APAC & MEA Marketing in 2019. At that time, it was more of an advisory position with a very small team and budget. Over the following years, we embarked on an extensive centralization plan, necessitating the establishment of a large team to drive scale. My style is characterized by trust, openness and a focus on human leadership, aiming to connect with team members on a personal level and prioritise their growth and development inside the company. I believe in fostering a strong environment of trust within the team, as it is crucial for high performance and enjoyment at work.

Building trust involves good intentions, mutual support, and transparency, especially when driving significant change management, as we have done in recent years. My approach is direct and open to both giving and receiving feedback and I value being approachable and aim to minimize hierarchical barriers, recognizing the need for a supportive structure for decision-making.

How do you stay updated on industry trends to guide your organization's future direction?

As industry participants, we actively gather information from various sources, including major trade fairs, customer discussions, and on-the-ground consumer insight initiatives. Our consumer-centric approach involves significant investments in understanding consumer needs, identifying pain points, and proactively finding solutions. Staying ahead of changing consumer preferences and monitoring competitor activities is a routine practice, ensuring we remain well-informed and responsive to market dynamics.

Joseph Oram, Head of Marketing - APAC & MEA, Electrolux Group

Joseph Oram, an accomplished commercial leader, boasts an impressive track record marked by expertise in centralization, scaling, and change management. His experience spans across APAC,MEA, and Europe, where he has demonstrated cross-functional leadership at local, regional, and global levels. Joseph is driven by the passion for cultivating highly motivated, high-trust teams that consistently deliver exceptional results. His achievements include receiving various awards for his leadership and contributions to the field.