Haier brand manager Yvonne Hong has made the jump to sister company Fisher & Paykel, with the New Zealand appliance brand appointing Hong as senior brand manager. Hong previously worked with Fisher & Paykel, joining as marketing assistant in 2007 before being promoted to Haier brand manager in 2010.

Speaking about the appointment was Fisher & Paykel marketing manager, Kara May.

“We look forward to the exceptional contribution Yvonne will undoubtedly bring to the role as we implement a range of exciting, new marketing strategies across the Fisher & Paykel brands in 2014,” said May.

“Yvonne is a talented, hard-working and dedicated marketer who has produced outstanding results for the Haier brand and she will be a proven asset for the Fisher & Paykel brand.”

In her time at Haier, Hong was responsible for a number of marketing campaigns — including the ‘Live the Haier life’ campaign, which focused on the brand’s competitive pricing and appeal to younger consumers.

“During her period with Haier, Yvonne has been instrumental in building the brand in Australia and New Zealand and repositioning it as a competitive brand with a clear point of difference in a crowded market.

“Her innovative strategies helped secure further distribution for the brand and increased market share in the face of an economic downturn and new brands entering an already cluttered appliance market.”

Fisher & Paykel is currently advertising for a new Haier brand manager, and Hong will “transition” to her new role once a replacement is found.