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From Home Furnishing Business

Theodore Alexander Reorganizes Merchandising, Marketing

High-end furniture supplier Theodore Alexander has reorganized its merchandising and marketing team to bring its personnel closer to the North American market.

Werner Freundel, director of product Line management, has relocated to the U.S. from the company's global headquarters in Ho Chi Minh, Vietnam, where he will continue in the same role. The move allows him to be located within the company’s largest market, and work more closely with Thor Taber, the recently appointed vice president of design for North America, and the U.S. sales team.

“Werner has been a valuable asset to TA," said Russell Towner, president. "His move to North Carolina will provide stronger alignment between our merchandising, design and sales teams which will allow us to better meet consumer needs.

Prior to his role in merchandising, Freundel held various distribution management positions for Theodore Alexander in London, Singapore and Shanghai.  

Additionally, Lizzy Freundel has been appointed to the newly created position of director of marketing. In this role, she is responsible for developing and executing marketing strategies for North America. Freundel has also relocated from Vietnam, where she was director of marketing dervices.

“Lizzy has a passion for marketing and a clear understanding of the TA brand," Towner said.  “I look forward to her leadership in our U.S. marketing efforts.” 

The company’s social media efforts will also be under Freundel's direction.

Caroline Zimmerman has taken over the position of director of marketing services at the company's Ho Chi Minh location. She will manage the in-house photography studio, marketing material production and Web site maintenance.  She is also responsibile for all marketing efforts outside of North America. Zimmermann has a project management and marketing background, with previous roles at Ringier, Deloitte & Touche and ExxonMobil. 

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