Keter CEO Alejandro Pena Embraces Consumer-Driven Innovation

When you walk into a Starbucks, you can tell, can’t you? There is something unique to the experience at the nationwide coffee chain that lets every customer know exactly what to expect from their experience. Brand consistency has been a huge concept, and it is something that CEOs like Alejandro Pena take very seriously in their work as leaders among industry titans.

Alejandro Pena is the CEO of Keter Group, a brand best known for its sustainable resin-based outdoor and indoor products. An industry leader in this space, Keter Group has developed production facilities throughout North America, Israel, and Europe while underscoring its focus on developing greener initiatives in its wake.

With CEO Alejandro Pena leading the charge, Keter Group has some unique ideas and concepts that it is preparing to explore in the future.

Preparing for the Future by Building a Brand

Alejandro Pena stepped into his role as CEO at Keter Group in 2018. Brought on board the 75-year-old company to help transform and prepare it for international guidance, Pena found himself immediately attracted to the allure of green initiatives.

Working on suitable projects can be a boon for people like Pena as it allows them to go all-in on what they believe is right. Pena said in an interview regarding Keter Green Spaces, “We’re going to continue to do the right thing as we go forward. We’re a leading player in our industry and a responsible community member.”

Pena went on to explain how the Keter Group is driven by the importance of innovation while retaining the value of being both good to the community and the environment surrounding it. Fortunately for Pena, a career at the legacy company Rubbermaid would prepare him for his efforts.

While working for Rubbermaid, Pena honed in on the concepts of design, customer care, and personalization. Throughout these efforts, Pena heavily underscores and underlines the importance of relaying positive interactions and messages throughout a customer’s journey. As a design-led company, Keter Group hopes to take from Rubbermaid some of the best lessons that Pena was able to learn.

Looking to the Future With Keter

While much of the business world is focused on developing and designing its brand, Pena is focused on developing Keter into something bigger. Pena says, “We see Keter becoming more of a consumer-centric company where our brands will play an even bigger role in our business model.”

Working with Pasquale Iannone, the CFO at Keter, Pena has been effective in developing an omnichannel marketing plan that integrates visuals, positioning, and consistent messaging across all major channels, platforms, and significant devices. This seamless method of communication is meant to build a seamless experience for the customer.

Pena adds to this seamless omnichannel integration goal, “We will serve our customers wherever they are, whenever they want, in every possible way that they want.”

Ultimately, innovation is the name of the game and something that Pena is taking very seriously. Pena points to the different ways Keter Group can meet the needs of clients by adding, “This might be in a physical store, digital store, delivered, picked up – whichever way customers want to engage, we will be there.”

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