How Electrolux’s CMO Unified Her Global Marketing Efforts Through Content

by Joe Lazauskas
It was 2012, and MaryKay Kopf, Electrolux’s CMO, realized she had a problem. The Internet—the mobile web in particular—had changed the way people shopped. But Electrolux, the second-biggest appliance maker in the world, hadn’t fully kept up. “When online emerged it became a new silo, followed by mobile and social,” she wrote in a 2014 article for the Harvard Business Review.Read the full article