Newell Rubbermaid Accelerates Growth of Global Writing Portfolio
Newell Rubbermaid announced another step in driving its new “Growth Game Plan” strategy into action with the appointment of Eduardo Senf to lead the company’s Writing & Creative Expression global business unit.
A native of Brazil, Senf is one of the company’s most experienced global leaders, with a proven track record of growing brands in challenging international markets and an exceptional ability to inspire employee followership. Most recently, as President of Newell Rubbermaid International, he returned the company’s EMEA operations to profitability, was responsible for the successful implementation of a complex SAP deployment across the region and strengthened the company’s Asia-Pacific platform.
Senf joined Newell Rubbermaid in 2004 as president of the company’s Rubbermaid and Irwin businesses in Latin America and the Caribbean, where he led the region to achieve double-digit income growth. Before Newell Rubbermaid, Senf held marketing and operations roles at Mars Inc. and PepsiCo in Brazil.
“Strengthened leadership with international experience is essential to the delivery of our Growth Game Plan, and we are putting one of our most global executives into one of our most important global growth initiatives,” said Michael Polk, Newell Rubbermaid’s president and chief executive officer. “We will continue to strengthen our capabilities in our Writing portfolio, which is the largest of our strategic ‘Win Bigger’ businesses. Eduardo’s appointment reflects my confidence in his ability to accelerate innovation, new market entry and sales growth for our iconic Sharpie, Paper Mate, Expo and Prismacolor brands.”
Senf takes over a business that is gaining momentum. In January, Newell Rubbermaid announced the global launch of Paper Mate InkJoy, which delivers the advanced writing performance of a premium pen at an everyday price. The new pen line features an ultra-low viscosity ink and proprietary ink delivery system to provide an unparalleled, effortless writing experience. During 2011, Sharpie was launched in the Brazil market and has been propelled to double-digit growth through a locally relevant version of the brand’s award-winning “Uncap What’s Inside” multimedia marketing campaign.
In addition, rapidly growing emerging markets are creating increased demand for writing instruments globally. A rising middle class means more parents focused on the educational attainment of their children and a greater need for school supplies, while an increase in professional workers is bringing greater consumption of office products.
Senf will transition July 1 to his new position of Executive Vice President and General Manager of Newell Rubbermaid’s Writing & Creative Expression global business unit. He will report to Penny McIntyre, President of the Newell Consumer Group.
A native of Brazil, Senf is one of the company’s most experienced global leaders, with a proven track record of growing brands in challenging international markets and an exceptional ability to inspire employee followership. Most recently, as President of Newell Rubbermaid International, he returned the company’s EMEA operations to profitability, was responsible for the successful implementation of a complex SAP deployment across the region and strengthened the company’s Asia-Pacific platform.
Senf joined Newell Rubbermaid in 2004 as president of the company’s Rubbermaid and Irwin businesses in Latin America and the Caribbean, where he led the region to achieve double-digit income growth. Before Newell Rubbermaid, Senf held marketing and operations roles at Mars Inc. and PepsiCo in Brazil.
“Strengthened leadership with international experience is essential to the delivery of our Growth Game Plan, and we are putting one of our most global executives into one of our most important global growth initiatives,” said Michael Polk, Newell Rubbermaid’s president and chief executive officer. “We will continue to strengthen our capabilities in our Writing portfolio, which is the largest of our strategic ‘Win Bigger’ businesses. Eduardo’s appointment reflects my confidence in his ability to accelerate innovation, new market entry and sales growth for our iconic Sharpie, Paper Mate, Expo and Prismacolor brands.”
Senf takes over a business that is gaining momentum. In January, Newell Rubbermaid announced the global launch of Paper Mate InkJoy, which delivers the advanced writing performance of a premium pen at an everyday price. The new pen line features an ultra-low viscosity ink and proprietary ink delivery system to provide an unparalleled, effortless writing experience. During 2011, Sharpie was launched in the Brazil market and has been propelled to double-digit growth through a locally relevant version of the brand’s award-winning “Uncap What’s Inside” multimedia marketing campaign.
In addition, rapidly growing emerging markets are creating increased demand for writing instruments globally. A rising middle class means more parents focused on the educational attainment of their children and a greater need for school supplies, while an increase in professional workers is bringing greater consumption of office products.
Senf will transition July 1 to his new position of Executive Vice President and General Manager of Newell Rubbermaid’s Writing & Creative Expression global business unit. He will report to Penny McIntyre, President of the Newell Consumer Group.