Whirlpool Australia outlines strategic restructure

Whirlpool Australia has announced a strategic restructure of the business following the Maytag acquisition earlier this year, including the departure of former Maytag managing director, Paul McDonnell to Whirlpool Europe.

Whirlpool Australia managing director Mark Poole will continue to oversee Whirlpool and Maytag business in Australia, heading what he said was a company that will ultimately be 25 per cent bigger than it was previously.

Other personnel changes have been announced including the departure of former Maytag Australia managing director, Paul McDonnell who has taken on a new role as director of key accounts for Whirlpool in Europe.

Michael Toy, former operations manager at Maytag Australia, is now general manager – supply chain and is relocating to Melbourne.

Brian Rigney, previously Maytag Australia finance manager has taken on the role of integration manager and will continue to assist with the integration of the two businesses.

Sujata Jeraj, former finance controller at Whirlpool Australia, has accepted the role of general manager – finance.

Remaining in their current roles are Grant Logie general manager – marketing, David Gibson general manager – sales and Kate Kemp HR director. Each will take on added responsibilities of the Maytag business.

Poole told Appliance Retailer the company remains committed to both Whirlpool and Maytag brands, which will see Whirlpool operating as a mainstream brand leaving Maytag to focus on the premium end of the business. Whirlpool will retain ownership of Jenn-Air, Amana and Hoover brands as well as the Hoover floorcare business which is for sale.

In line with global strategy, Whirlpool field sales teams have been widened, with teams selling both brands to retail partners.

Poole added that marketing will be organised around product categories intended to enhance brand differentiation.

The call centre operations have been integrated with the Maytag centre incorporated into the Whirlpool centre in Carlton, Victoria, likely to be in place by the end of August with each centre consisting of a dedicated team.

Service facilities too will be streamlined over the coming months resulting in amalgamated systems and processes.

All head office operations will remain in Melbourne, together with an office and showroom presence in Sydney to assist with trade business in NSW.

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