New Electolux MD for Ukraine and Caucasus

Ekaterina Beloblovskaya is the new Managing Director of Electrolux’ Ukraine & Caucasus division.  She joined the company 12 years ago and has been playing an expanding role ever since.

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

According to Beloblovskaya there are  three market trends affecting consumers in her territory.  Beloblovskaya: “I would say that they are quite similar to other European markets: E-commerce channel development. End consumers like to buy products wherever and whenever they want and get them delivered in 1-2 days. Growing demand for connected products. Consumers are leaning towards more sustainable households and this influences their choice of appliances – they pay more and more attention to energy class.”