IKEA Canada has selected Lauren MacDonald as its new country marketing manager for the Canadian market.
MacDonald was promoted to IKEA’s most senior marketing position after serving as acting head of marketing for more than six months. MacDonald has been with IKEA for two years, previously working as an external communications manager for the brand.
In an interview with Marketing, MacDonald said, “I believe in what we do and what we stand for at IKEA and it is a privilege to be one of the many caretakers of the IKEA brand in Canada.”
As country marketing manager, MacDonald will oversee a team of 11 and report to IKEA Canada president Stefan Sjostrand.
MacDonald’s selection comes at a time of major growth for IKEA Canada. Over the next decade, the retailer plans to open 12 new stores, doubling its current footprint. IKEA has opened six new stores in the past year alone.
As the company grows, its marketing team is also increasing its bench strength. According to MacDonald, the company is currently hiring two senior roles: a marcom lead and a CRM marketer to lead the IKEA Family loyalty program.
“We are on an incredible trajectory where we are delivering top line growth of +15% year on year,” MacDonald said. “The retail environment is incredibly fast paced, with a rapidly changing landscape. We are navigating through unprecedented change at IKEA when it comes to omni-channel retailing.
“Leading through this change and maintaining our momentum is a challenge, but definitely a fun one take on!”
Next year IKEA will celebrate its 40th year in the Canadian market. While MacDonald didn’t provide details, the anniversary will certainly be a marketing opportunity for the brand and she said IKEA plans to “reminisce with Canadians about [its] last four decades in the market.”
Prior to joining IKEA, MacDonald worked in various marketing roles at PepsiCo for in both the U.K. and Canada. She spent nearly 10 years with the company.
