Electrolux Group announces a new Product organization and appoints Michelle Shi-Verdaasdonk as Chief Product Officer. Vincent Rotger is appointed Head of Product Line Wellbeing & SDA. General Counsel Ulrika Elfving and Chief Information Officer JP Iversen become members of Group Management.
Michelle Shi-Verdaasdonk, who is currently Chief Procurement Officer, will lead the new Product organization which will be responsible for product strategy, R&D, Design, Electronics, Connectivity and Procurement. The Product organization will have the mandate and complete responsibility to define the tech and product road map, develop an attractive product ecosystem, and control cost and complexity. The current global product lines Taste and Care will cease.
The Technology, Digital and Sustainability (TDS) organization will be integrated to the Product organization. Elena Breda, Head of TDS, will become Head of Product Strategy, Innovation and Sustainability, reporting to Michelle Shi-Verdaasdonk.
“We need to be closer to our consumers,” says Yannick Fierling, President & CEO, “and these changes will help us do just that. The new Product organizational area will bring a sharper, simpler structure with faster decision-making thanks to clear end-to-end accountability, and the regional product teams will be empowered in their work close to the consumers through end-to-end responsibility for commercialization.”
Product Line Wellbeing & SDA remains a strategic focus area. Vincent Rotger, currently Chief Strategy Officer, is appointed head of the product line and member of Group Management.
General Counsel Ulrika Elfving, who is leaving the company during the second quarter as previously announced, and Chief Information Officer JP Iversen, are appointed members of Group Management.
Following the changes, Group Management consists of Yannick Fierling, Therese Friberg, Patrick Minogue, Leandro Jasiocha, Eduardo Mello, Michelle Shi-Verdaasdonk, Vincent Rotger, Francesca Morichini, Ulrika Elfving and JP Iversen.
The changes will be effective on February 1, 2026.