Blab Business
IKEA Names Erin Falconer Head of Marketing for Australia and New Zealand
IKEA has appointed Erin Falconer as the new head of marketing for its Australia and New Zealand operations, effective this week. Falconer, who has worked with the Swedish retailer since 2017, will replace Kirsten Hasler, who is scheduled to leave the company in August 2026. The change comes as IKEA continues to expand its presence in the region, which includes several stores and an online platform that serves millions of customers.
Falconer joined IKEA in 2017 as Marketing Communications Manager. In that role she oversaw the brand’s appearance in the market and led an in‑house content team and agency partners to deliver integrated campaigns. Her work focused on creating a clear, consistent, and compelling expression across all customer touchpoints, contributing to brand positioning, commercial activation and overall growth strategy.
As head of marketing, Falconer will drive key business objectives and expand market share by developing and executing data‑driven marketing strategies that attract new customers, strengthen brand presence and foster loyalty. She will champion customer‑centric solutions across all channels, build cross‑functional alignment and inspire as a brand leader and spokesperson. The role also includes overseeing external agency partners and ensuring that marketing activities support IKEA’s commercial performance.
Falconer will begin her new role this week and will work with Hasler during a transition period that will last until Hasler’s departure in August. Hasler said that Falconer has played a significant part in the brand’s growth and commercial results, noting her bold, tenacious leadership style and ability to bring clarity to complexity. Hasler added that it has been a joy working with Falconer and that she looks forward to seeing the brand continue to develop under Falconer’s guidance.
Artsiom Tsalko, IKEA Australia and New Zealand Growth and Marketing Manager, welcomed Falconer to the Growth & Marketing team. Tsalko said that Falconer’s proven expertise in brand leadership and passion for creative excellence will be invaluable as the company strengthens its external expression and drives impactful marketing strategies. Tsalko also noted that Falconer will inspire the team and contribute to ongoing success.
Falconer’s background extends beyond IKEA. Prior to joining the retailer, she held senior marketing communications roles with Disney, BBC Worldwide and Time Warner, including Turner Broadcasting and Warner Bros. She also supported the launch of Netflix in Australia. The company said that her experience in connecting brand, customer and business strategy will help turn insight into marketing that moves people and performance.
The appointment reflects IKEA’s focus on local market adaptation while maintaining global brand consistency. The company has been expanding its footprint in Australia and New Zealand, opening new stores and enhancing its online shopping experience. Falconer’s leadership is expected to reinforce IKEA’s position as a leading home‑furnishing retailer in the region.
The transition will conclude in August 2026 when Hasler departs. No immediate changes to the company’s broader marketing strategy have been announced. Investors and customers will likely monitor how Falconer’s data‑driven approach influences campaign effectiveness and market share in the coming months.
Falconer joined IKEA in 2017 as Marketing Communications Manager. In that role she oversaw the brand’s appearance in the market and led an in‑house content team and agency partners to deliver integrated campaigns. Her work focused on creating a clear, consistent, and compelling expression across all customer touchpoints, contributing to brand positioning, commercial activation and overall growth strategy.
As head of marketing, Falconer will drive key business objectives and expand market share by developing and executing data‑driven marketing strategies that attract new customers, strengthen brand presence and foster loyalty. She will champion customer‑centric solutions across all channels, build cross‑functional alignment and inspire as a brand leader and spokesperson. The role also includes overseeing external agency partners and ensuring that marketing activities support IKEA’s commercial performance.
Falconer will begin her new role this week and will work with Hasler during a transition period that will last until Hasler’s departure in August. Hasler said that Falconer has played a significant part in the brand’s growth and commercial results, noting her bold, tenacious leadership style and ability to bring clarity to complexity. Hasler added that it has been a joy working with Falconer and that she looks forward to seeing the brand continue to develop under Falconer’s guidance.
Artsiom Tsalko, IKEA Australia and New Zealand Growth and Marketing Manager, welcomed Falconer to the Growth & Marketing team. Tsalko said that Falconer’s proven expertise in brand leadership and passion for creative excellence will be invaluable as the company strengthens its external expression and drives impactful marketing strategies. Tsalko also noted that Falconer will inspire the team and contribute to ongoing success.
Falconer’s background extends beyond IKEA. Prior to joining the retailer, she held senior marketing communications roles with Disney, BBC Worldwide and Time Warner, including Turner Broadcasting and Warner Bros. She also supported the launch of Netflix in Australia. The company said that her experience in connecting brand, customer and business strategy will help turn insight into marketing that moves people and performance.
The appointment reflects IKEA’s focus on local market adaptation while maintaining global brand consistency. The company has been expanding its footprint in Australia and New Zealand, opening new stores and enhancing its online shopping experience. Falconer’s leadership is expected to reinforce IKEA’s position as a leading home‑furnishing retailer in the region.
The transition will conclude in August 2026 when Hasler departs. No immediate changes to the company’s broader marketing strategy have been announced. Investors and customers will likely monitor how Falconer’s data‑driven approach influences campaign effectiveness and market share in the coming months.
