September 17, 2021

Miele is pleased to announce the appointment of Kelly Lam as vice president marketing of Miele USA, effective Sept. 7. As part of the executive leadership team and reporting to the president and CEO, Lam will be responsible for all marketing and product activities related to the go-to-market strategy Miele USA will take for the residential kitchen appliances, dishwashers, laundry and floorcare categories. Lam brings a wealth of expertise to this role, most recently serving as the vice president marketing for Miele Canada.

“We are very excited that Kelly Lam is joining Miele in the U.S. as our new vice president marketing,” said Jan Heck, president and CEO, Miele USA. “I had the opportunity to hire and work with Kelly in Canada, and when this opportunity came about, his name immediately rose to the top. As a leader for Miele Canada, Kelly was integral in tripling the size of the business while changing the distribution system; further developing the product portfolio; and expand the brand’s awareness and digital capabilities.”

Prior to joining Miele USA, Lam spent over a decade working with Miele Canada. He began his tenure with Miele Canada in 2008 as director of marketing and assumed the role of vice president of marketing in 2011. Similar to his role in the U.S., he was responsible for leading all marketing and product development initiatives.

“It is an extreme honor to bring my experiences to Miele USA and continue to work with a company that I already have such a strong affinity for,” said Lam. “This is a pivotal time to join the leadership team in the US as the company embarks on launching the largest product introduction in the history of Miele USA.

“Looking back at what we achieved over the past 13 years in Canada, we were able to make Miele the most desired premium appliance brand in the Canadian market with the highest brand awareness in the premium segment. I’m particularly proud of how we pushed the envelope within the industry when it came to integrating digital technology into brick-and-mortar retailers by introducing the first-ever Miele Discovery Store concept in Toronto. I had the opportunity to be part of the global team at Miele to bring this concept to life and set a new standard in customer experience.”

Before his career at Miele Canada, Lam held several marketing positions for BMW Group Canada. During his 10-year tenure at BMW Group, he developed and rolled out a new CRM platform and program enabling personalized one-to-one communication with customers, developed national corporate partnership programs and had the opportunity to launch a new brand into the Canadian market – MINI.  Kelly was also named one of the top 10 North American “Customer Champions” by OneToOne Magazine in 2007 for his CRM strategies and initiatives.

Lam succeeds Christian Schwarz, who has assumed a new role for Miele Global.