Retail Observer

OCTOBER 2014 RETAILOBSERVER.COM 49 SERTA SIMMONS BEDDING APPOINTS MICHAEL TRAUB AS SERTA INTERNATIONAL'S NEW PRESIDENT Top international consumer goods executive brings extensive sales & marketing, manufacturing, distribution and finance experience to America's #1 bedding brand Serta Simmons Bedding, LLC (SSB) has appointed Michael Traub as the new President of National Bedding Company, LLC (d /b/a Serta International), following an exten- sive search. Traub began reporting to Gary Fazio, CEO of SSB, on September 2. Traub brings 20 years of global experience in high-end durable con- sumer goods and home appliances. For the past six years, he has been the President and CEO of BSH Home Appliances for North America, which manages the Bosch, Thermador and Gaggenau brands, where he led the development of award-winning products and dramatically increased market share. "As a seasoned executive with experience across sales, marketing, manufacturing, distribution, and finance around the globe, Michael is ideally positioned to lead Serta and continue to nurture the company's strong culture. He will provide strategic leadership, thoughtful insights into innovation and help us deliver profitable growth across the entire Serta portfolio of brands," said Fazio. "The Board and I are confident in Michael's ability to work with his team to sustain Serta's position as the top consumer bedding brand in the industry." "I am excited about the opportunity to lead an iconic brand, which is renowned for its innovation, uncompromising quality and award-winning marketing," said Traub. "Serta is outperforming bedding industry trends in both sales growth and profitability, and I look forward to working with the Serta team to further its market-leading position." In addition to his role as CEO of BSH Home Appliances Corporation in North America, Michael also served as a member of the Board of Directors for BSH in the United States and Chairman of the Board in Canada. Prior to 2008, Traub served as President and CEO of BSH's Latin America division, based in Sao Paulo, Brazil, where he restructured its sales and industrial footprint. In addition, he held several leadership positions within the company in Germany and Asia Pacific. Traub received a Bachelor of Science degree with honors in international management and economics from the University of Hohenheim in Germany. LG ELECTRONICS NAMES VANDERWAAL HEAD OF U.S MARKETING VanderWaal to lead LG Electronics USA's brand marketing—LG home entertainment and home appliance products David VanderWaal has been named to lead LG Electronics USA's brand marketing activities for LG Home Entertainment and Home Appliance products. In his role as LG's U.S. head of market- ing, VanderWaal oversees marketing, advertising, research and consumer insights, sponsorships, promotions, in-store merchandising, and digital marketing for LG consumer electron- ics and appliances in the United States. VanderWaal had served as director of brand marketing for Home Appliances, LG Electronics USA, beginning in May 2012. Previously, after joining the company in 2007, he led LG's award-winning U.S. in-store marketing efforts for home entertainment and home appliance business for five years. His more than 25 years of industry experience includes creating marketing programs for major consumer brands such as Maytag, Jenn-Air and Hallmark. VanderWaal earned a bachelor's degree in marketing from the University of Illinois. He reports directly to William Cho, president and CEO of LG Electronics USA. M I C H A E L T R A U B DAVI D VAN DE RWAAL RO

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