Meet our new MD for Ukraine and Caucasus

Ekaterina Beloblovskaya is our new Managing Director of the Ukraine & Caucasus. Find out more about the market trends she sees in her region, her leadership style and her career path so far…

You joined Electrolux 12 years ago and you’ve been expanding your role ever since. Can you share your journey to your current role?  
Beloblovskaya: Back in 2008 I was working as New Business Manager for a leading advertising agency in the Ukraine. I decided I wanted to move to the client side so when an open position came up at Electrolux, I applied and I got it.

In 2012, a new marketing department was created in the Ukraine and I became responsible for brand, trade and digital marketing as well as PR and Corporate Communications. In 2014 our scope was expanded to cover the Caucasus countries – Georgia, Armenia and Azerbaijan. In mid-2019, I took on additional responsibility as Marketing Lead for Ownership Solutions in Central and Eastern Europe.

How would you define your leadership style?
Beloblovskaya: I like being part of the team but not to be seen as the boss – I would put it like that. We have a great team of young, energetic, ambitious managers in the Ukraine. I’ve worked with many of these people for more than five years and we have become close.

Now I am honored to lead this team but to remain part of this ‘family’. I’ve just taken another ‘paddle’ (oar) in my hands!

Can you share three market trends affecting consumers in your territory?
Beloblovskaya: I would pick these three and say that they are quite similar to other European markets:

  1. E-commerce channel development. End consumers like to buy products wherever and whenever they want and get them delivered in 1-2 days.
  2. Growing demand for connected products.
  3. Consumers are leaning towards more sustainable households and this influences their choice of appliances – they pay more and more attention to energy class.

If you look back on your career path, is there anything you would have done differently?
Beloblovskaya: No. This was my chosen career path and it has given me a lot of experience, brought so many professionals and super-nice people into my life, and taught me so many things. I loved working in marketing and I am very lucky to develop my skills now in general management.

About Ekaterina Beloblovskaya
Nationality: Ukrainian
Based: Kiev
Education: Faculty of Foreign Languages at State Nizhyn Gogol University, currently taking an MBA at Edinburgh Business School
Hobbies: Reading, traveling, watching series and movies based on real-life stories