Bang & Olufsen chief digital officer Birk given exec role

Consumer electronics retailer Bang & Olufsen (B&O) has announced a series of changes to its senior management team, as the business continues its digital transformation.

Chief digital officer, Christian Birk, has been named executive vice president for marketing, digital & customer experience, and given an executive management board position.

Birk has worked at B&O since October 2017, and has been part of a team driving the retailer’s digital transformation and online marketing efforts – some of which is focused on improving the customer experience in stores.

His appointment comes alongside a more significant restructure of the retailer’s global sales team. The company’s three regional vice presidents for sales – for Europe, Middle East and Africa, the Greater China Region, and North America, respectively – will now report directly to new CEO, Kristian Teär.

As a consequence of these changes, executive vice president and head of brand & markets, John Mollanger, will be leaving the organisation. In the coming period, he will hand over his tasks and complete ongoing projects before his departure.

Teär, who replaced Henrik Clausen in the top job at B&O in October, said: “Our sales channels are key to ensure that consumers choose our products.

“I am making this change as I want to be even closer to the sales process and thereby contribute to ensure that we get the strongest possible sales setup. In addition, I want to be very close to our partners and consumers, so we have the right focus with a view to maximise our sales and continue our efforts to strengthen the consumer experience.”

He added that Mollanger “has not been able to see himself in the new structure and in a new role”.

Mollanger was CEO of B&O Play, a sub-brand of the business that sold more budget-friendly items which was disbanded last year in favour of selling all products under it’s the wider B&O brand.

B&O’s last full financial year results were described as “disappointing” by the former CEO Clausen, with revenue falling by 13.6% year-on-year. First quarter figures announced in October, just ahead of Clausen’s departure, showed that revenue dropped by 30% year-on-year.