Haier Europe has recently announced new appointments to its Senior Leadership Team. These changes reinforce the company’s commitment to digital transformation, customer–centric innovation, and sustainable growth across European markets. The new appointments mark a pivotal moment for the company. They represent a blend of expertise in digitalization, financial strategy, product innovation, and operational excellence.
Phil Knight, Chief Digital Experience Officer
The company’s commitment to digital excellence and consumer-centricity takes a step forward with the appointment of Phil Knight. With extensive experience spanning large corporates, startups, and digital consultancy, he combines 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, IT Director
Berti joined Haier Europe in 2023 as Digital Technology Business Partner for Operations and Services. He 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. “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, Chief Aftersales Officer
Bellinzona has over 20 years of experience in the automotive and white goods industry. He 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, Cooking and Dishwasher Product Line Leader
Joining Haier Europe in 2019 and bringing over two decades of experience in the home appliance industry, Simona Baltateanu will lead the newly merged Cooking and Dishwashing Product Lines, leveraging her skills in marketing strategies and product development. “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 Baltateanu.
Lucio Trocino, Head of TV and Small Domestic Appliances
Haier Europe is also expanding its TV business across European markets, following successful pilot projects in Morocco, Spain, and Portugal. Lucio Trocino, Head of Small Domestic Appliances, has extended his leadership to include the TV Product Line. “It’s a privilege to lead the expansion of Haier Europe’s TV division – explains Lucio Trocino. We will build our success to deliver innovative, connected entertainment solutions to consumers throughout Europe”.
Junmin Shen, Chief Financial Officer
The company has named Junmin Shen as the new CFO 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. “I am proud to join Haier Europe, a company recognized for its strong innovation culture, operational excellence, and customer-centric vision. I look forward to working with the leadership team to support the company’s strategic ambitions and contribute to its continued growth across the region”, stated Junmin Shen.
