STIHL names VP of marketing
STIHL Inc. has named Eric Bjorling vice president of marketing.
“Eric’s wealth of experience and innovative mindset will undoubtedly contribute to our continued success. We look forward to the expertise he will bring to our dynamic team,” said Chris Keffer, president and CEO.
The company said Bjorling will be responsible for leading the development of U.S. brand and retail marketing communications strategies including national advertising programs, public relations, merchandising and national brand programs.
Bjorling joins the company from Trek Bicycle Corporation in Waterloo, Wisconsin, where he spent over 18 years in various marketing leadership positions, including serving as the director of brand marketing.
His responsibilities extended to overseeing marketing strategies for Trek and its extensive network of over 1,700 independent retailers across the U.S.
“I am truly honored to join STIHL, a company renowned for its commitment to quality and innovation,” said Bjorling.
“I am eager to contribute to the growth of the company and help shape future marketing strategies. I look forward to collaborating with the talented team at STIHL to elevate the brand to new heights,” said Bjorling.
Bjorling succeeds Ken Waldron, who dedicated more than 26 years to STIHL, where he served as the director of marketing and later as VP of marketing.
“Ken’s commitment and contributions to the growth of the brand over these many years cannot be matched. We wish him the best in his retirement,” said Keffer.
Throughout his tenure, Waldron was responsible for several disruptive and successful marketing campaigns and transformational product launch initiatives.
Bjorling, a native of Madison, Wisconsin, received a Bachelor of Science degree in consumer science – business affairs from the University of Wisconsin. He and his family will relocate from Madison to Virginia Beach, Virginia, U.S. headquarters of STIHL.
“We are excited to welcome Eric to Team STIHL,” said Keffer. “It is an exciting time at STIHL as we expand our range of product offerings to include wheeled goods and even more battery-powered tools.
