As part of its continued efforts to consolidate leadership in the European smart living market, Haier Europe is strengthening its Senior Leadership Team with two new strategic appointments, supporting the development of key categories and further enhancing integration across functions and markets. These appointments reaffirm the company’s commitment to consumer-centric innovation, operational excellence and structured, sustainable growth across European markets.
Natalia Sellibara – Head of SDA, Robot & TV
“Taking on this new role represents an important opportunity to contribute to Haier Europe’s ongoing evolution,” commented Natalia Sellibara. “Our ambition is to accelerate innovation across SDA, Robot and TV by strengthening the integration between product, technology and our smart ecosystem. We will continue to develop increasingly connected, experience-driven solutions, placing the consumer at the heart of every strategic decision.”
Natalia Sellibara, previously Laundry Senior Marketing Director & Strategic Initiatives, has been appointed Head of SDA, Robot & TV in Europe. With over 20 years of experience in marketing and strategic leadership, Natalia has demonstrated a strong ability to build brands, strengthen market presence and create value for consumers and stakeholders. In her new role, she will lead the evolution of the SDA, Robot and TV categories, foster cross-functional collaboration and drive the development of premium, connected experiences – aligned with the Group’s Zero Distance vision.
Roberto Grimaldi – Washing PL Commercial Director
Roberto Grimaldi has been appointed Washing PL Commercial Director Europe. With extensive experience in commercial strategy and market development, Roberto will play a key role in strengthening the performance of the ‘Washing’ category across Europe. He will support countries in unlocking the full potential of the portfolio, while ensuring strong and consistent operational alignment between the Product Lines Business Units and local markets. As a consequence, his role will be fully embedded within the S&OP processes, where he will actively contribute to demand planning and cross-functional coordination, enabling more effective, integrated, and results-driven operations.
“Assuming this responsibility at a time of significant market evolution is both an honour and a challenge,” said Roberto Grimaldi. “We will work closely with Product Lines and local teams to enhance commercial effectiveness, strengthen process integration and support sustainable growth over time.”
A more integrated leadership structure to support future growth
These appointments mark a further step in strengthening Haier Europe’s leadership structure, reinforcing integration across categories and markets to support long-term, sustainable development. By consolidating leadership across the SDA, Robot, TV and Washing categories, the Group reaffirms its ambition to drive innovation and create lasting value within the European smart home ecosystem.
