Miele appoints product category manager

Clare Humphrey will lead the new product releases Miele GB has planned this year

Clare Humphrey has been appointed category manager in the professional division of white goods manufacturer Miele, where she will lead the new product releases Miele GB has planned this year.

In her new role, Humphrey will manage product launches, from working closely with the product team at Miele’s Germany HQ to ensure optimum product ranging for the UK market, right through to installation into customers’ premises. Humphrey will work with the rest of the marketing team to develop the best way to promote new products – including washing machines, tumble dryers, laboratory glasswashers, medical and dental technology, ironers and dishwashers – to target businesses in sectors such as care and hospitality.

The customer at the heart

Melissa Kershaw, senior marketing manager at Miele Professional said: “I’m delighted Clare is now part of the Professional Marketing team, joining at a really exciting time with a number of new products on the horizon. Her wealth of sales experience makes Clare very adept at putting the customer at the heart of our offerings when bringing new products to the GB market.”

The role will also see Humphrey deliver product training for new starters within Miele and new sales personnel that join the Miele partners – the network of businesses that sell and install Miele equipment. The training ensures that everyone across the business is well-versed on the features and functions of all appliances, and that Miele’s ‘immer besser’ (German for ‘forever better’) messaging is incorporated into its service.

With over four years’ experience in a business account manager role at Miele, Humphrey has developed a significant understanding of what the end customer wants from its commercial appliances. Given that Miele has several exciting product launches lined up for 2020 and beyond, Humphrey will play a part in developing the promotional activities for each of these, and effectively target key sectors.

“What attracted me to this position was the scope of the role,” says Humphrey. I’ll have full exposure to everything regarding the products manufactured by Miele’s professional division, from sales, to training, to merchandising. I’m particularly excited about getting our new products out there and into the premises of customers, especially those in key sectors such as care that will benefit from the infection prevention elements of our products, something that is crucial now more than ever.”

About Miele’s professional division:

The professional division of Miele is the world’s leading manufacturer of commercial laundry and dishwashing appliances, as well as washer-disinfectors and sterilisers for use in medical and laboratory applications.

Designing and building every part of its products, Miele is recognised around the world for the manufacturing of quality appliances, founding its reputation by ensuring quality is delivered across each area of the organisation.

The Miele Company was founded in 1899 and is now in the fourth generation of family ownership. The company has eight production plants across Germany as well as one plant each in Austria, the Czech Republic, China and Romania.

For more information, please visit https://www.miele.co.uk/professional/index.htm.

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