Haier Europe announces new appointments in its Leadership Team
Haier Europe announces new strategic appointments to its Senior Leadership Team. Driven by its vision to become Europe consumers’ first smart living choice in a sustainable home ecosystem, these changes reinforce the company’s commitment to digital transformation, customer-centric innovation, and sustainable growth across European markets.
The company’s commitment to digital excellence and consumer-centricity takes a significant step forward with the appointment of Phil Knight as Chief Digital Experience Officer, reporting directly to CEO Neil Tunstall. In this role, Phil will lead the drive for a five-star consumer experience, championing a user-first mindset that empowers the business to develop, grow, and excel in the digital landscape. With extensive experience spanning large corporates, startups, and digital consultancy, Phil combines strong commercial insight with a digital-first approach.
“I am thrilled to join Haier Europe at such a strategic moment for the company’s digital growth. Placing the consumer at the heart of every decision is essential to building seamless experiences and reinforcing our zero-distance culture. Together, we will transform every interaction into an opportunity to create value and strengthen Haier Europe’s leadership in smart home solutions,” commented Phil Knight.
Paolo Berti is the company’s new IT Director, reporting directly to CEO Neil Tunstall. Having joined Haier Europe in 2023 as Digital Technology Business Partner for Operations and Services, Berti brings valuable experience from his previous roles at General Electric and Kering. He will lead Haier Europe’s information technology strategy and digital transformation initiatives that align with the company’s business objectives
“I am excited to lead Haier Europe’s digital transformation. By leveraging advanced technologies, we will further integrate our systems to create seamless scenario experiences for our consumers, driving forward our ambitious growth strategy” – said Paolo Berti.
Marco Bellinzona has been appointed Chief Aftersales Officer. With over 20 years of experience in the automotive and white goods industry, Bellinzona brings extensive expertise in operations, logistics, customer satisfaction, and digital transformation. In his new role, he will focus on delivering innovative product and service offerings to enhance customer loyalty and retention, while leveraging technology to streamline after-sales processes and improve efficiency.
“I am honored to join Haier Europe’s leadership team” – said Marco Bellinzona. “My priority will be to ensure our customers receive the highest level of service and support, building lasting relationships and driving loyalty for all of our brands”.
Simona Baltateanu has been appointed as Cooking and Dishwasher Product Line Leader, joining Haier Europe’s Senior Leadership Team. Joining Haier Europe in 2019 and bringing over two decades of experience in the home appliance industry, Baltateanu will lead the newly merged Cooking and Dishwashing Product Lines, leveraging her proven track record in marketing strategies and product development to drive efficiency and innovation in these key categories.
“I am delighted to contribute to Haier Europe’s growth by driving innovation and operational excellence across our cooking and dishwashing categories. Our aim is to anticipate consumer needs and bring smart, sustainable solutions to every kitchen” commented Simona Baltateanu.
Additionally, Haier Europe is also expanding its TV business across European markets, following successful pilot projects in Morocco, Spain, and Portugal. Lucio Trocino, currently Head of Small Domestic Appliances (SDA), will extend his leadership to include the TV Product Line. This strategic move combines Trocino’s extensive experience in both SDA and TV businesses with his expertise in commercial operations and product development.
“It’s a privilege to lead the expansion of Haier Europe’s TV division” – said Lucio Trocino. “We will build our success to deliver innovative, connected entertainment solutions to consumers throughout Europe”.
Completing these strategic appointments, the company has also named Junmin Shen as the new Chief Financial Officer and part of Haier Europe’s Senior Leadership Team. In this role, he will lead Haier Europe’s Finance organization, driving strategic financial planning, performance management, and supporting setting strategic priorities that contribute to business growth.
These appointments mark a pivotal moment for Haier Europe. With a unique blend of expertise in digital transformation, financial strategy, product innovation, and operational excellence, the company aims to accelerate its ambitions, drive sustainable growth, and set new standards in the smart home ecosystem.
