Justin Reinke, a 22-year integrated marketing veteran, has been named to fill the newly created position of vice president of marketing for Beko U.S. Beko Home Appliances is the fast-growing American subsidiary of Arçelik, one of the world’s largest home appliance manufacturers.
Reinke will report to president Zack Elkin, who announced an expansion and reorganization of the Beko marketing department to allow for continued product development and sales success.
Introduced to U.S. homeowners in 2016 following a 67-year history as one of the top appliance brands in Europe, and most sustainable brands globally, Beko specializes in cooking, cooling and cleaning appliances equipped with proprietary smart technologies that empower customers to live healthier, more sustainable lives.
Reinke will assume the lead for consumer and industry marketing duties from Beko vice president of product management Salih (Sazi) Bugay, who will now concentrate exclusively on product design, development and strategy and in the product build-out of the company’s Healthy Kitchen initiative. Working with Elkin, U.S. brand manager Yaprak Barut and senior channel and product marketing manager Julie Howerter, Reinke will be responsible for advertising, consumer and industry communications, PR, social media and CRM, and will direct Beko’s creative, PR and media agencies tasked with launching the Beko brand in the U.S.
Reinke will also work with Beko vice president of sales Peter Blackwell as the company aggressively expands its U.S. dealer and retailer network. The company impressed designer and integrator attendees to KBIS 2022 in Orlando, Fla., earlier this year.
“Still new to many U.S. homeowners, Beko is at a crucial stage in its domestic growth,” says Elkin. “We need a versatile appliance expert with both classic brand-building experience and the relationships and track record to help grow our dealer and retailer network. Justin delivers on this and yet still remains familiar with the needs of the trade and the end user – which is an exceedingly rare combination in this business.”
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