Sievertsen Named Director Of Brand Marketing For La-Z-Boy Residential

Furniture World Magazine

La-Z-Boy has appointed Jennifer L. Sievertsen as director of brand marketing for its Residential Division. In this role, Sievertsen will lead all brand marketing functions and develop long-term brand marketing strategies, focused on building equity, preference and loyalty for the nation’s leading manufacturer of upholstered furniture. She reports directly to Doug Collier, vice president of marketing for La-Z-Boy Residential. “Jennifer brings strong experience in brand development and strategic marketing to La-Z-Boy, along with the leadership and communication skills needed to drive our brand marketing efforts,” said Collier. “We’re confident in her ability to continue to enhance the image of La-Z-Boy as a provider of stylish, comfortable, high-quality furniture with our target consumers.” As director of brand marketing, Sievertsen is responsible for developing brand objectives and implementing strategic annual plans to ensure that sales and profit goals are met. She will coordinate and administer all national advertising and public relations programs, develop and manage Web site and e-marketing activities, and create a database marketing capability and one-to-one marketing strategy. Sievertsen also has been charged with tracking key brand metrics and developing a consumer research strategy to develop an enhanced understanding of the company’s target consumers. “I’m happy to be a part of a company with such a great reputation and strong brand equity and preference,” said Sievertsen. “This is an exciting time for me to join La-Z-Boy. The company’s style-focused marketing initiative is succeeding in broadening the customer base, and I look forward to contributing my experience and ideas to the La-Z-Boy team.” Sievertsen joins La-Z-Boy with more than eight years experience, with positions of increasing responsibility in brand development and product management. Most recently, she was senior product manager for Calphalon Corporation, a division of Newell Rubbermaid, Inc. based in Perrysburg, Ohio, where she had profit and loss responsibility for all Calphalon and Wearever brands of bakeware. Previously, Sievertsen spent seven years with Motorola, Inc. located in Schaumburg, Ill., where she held a number of brand and channel marketing roles with various divisions. She also held roles within the legal department of Motorola. The e-commerce branding execution that Sievertsen managed at Motorola won three major design awards, including the 1999 ICON Bronze Award, 2000 Astrid Gold Award and 2000 One Show Interactive Finalist. Sievertsen earned her bachelor of arts degree at the University of California in Santa Barbara, Calif., and her master of business administration in marketing, management and strategy at Northwestern University in Evanston, Ill. Headquartered in Monroe, Mich., La-Z-Boy is the nation’s largest single manufacturer of upholstered furniture and the world’s leading producer of reclining chairs. The company manufactures a full line of products for the living room and family room, including the company’s world-famous recliners, reclining sofas and love seats, sleep sofas, modular furniture and leather upholstery, as well as stationary sofas, love seats and chairs. It is a division of La-Z-Boy Incorporated, the nation’s largest furniture manufacturer.