Global Head of Marketing

Robert Diedrich is the new Global Head of Marketing at WE-EF

In his new role, Robert Diedrich is responsible for the global marketing strategy and planning of the WE-EF Group, which operates worldwide from locations in Germany, France, England and Switzerland as well as Thailand, Australia and the USA.

Robert Diedrich, a long-standing WE-EF employee and experienced marketing professional, has moved to the top as of 1 May 2024. After studying economics at Monash University in Melbourne, Australia, Robert Diedrich began his professional career in 1994 as the first permanent employee at the newly founded WE-EF Lighting Pty Ltd in Melbourne. There he worked in various positions, including in marketing, sales and logistics, and was instrumental in building and establishing the WE-EF brand in Australia and New Zealand. In 2007, the native Australian moved to WE-EF LEUCHTEN GmbH in Bispingen, Lower Saxony, where he has since continuously developed and expanded marketing in the WE-EF markets of Europe and the Middle East. He is more familiar with the company's strong DNA than almost anyone else. Founded in 1950 as an owner-managed family business, WE-EF has been part of the Fagerhult Group since 2017, a leading company in the professional lighting industry, which is one of the three largest in Europe and has a global presence with a total of 12 brands.

"I am convinced that Robert Diedrich has everything we need for the future of WE-EF. And even more. Robert not only has broad expertise in the field of marketing, but has also demonstrated his enthusiasm for WE-EF and his passion for light," says WE-EF CEO Thiemo Cordes, emphasising the personnel decision and continues: 

"As Global Head of Marketing, Robert will play a decisive role in further advancing the positioning and growth of the WE-EF brand."

"I'm looking forward to working with our international team and helping to further strengthen the WE-EF brand on the global market," says Robert Diedrich, who has a passion for light as well as a strong commitment to environmental issues. For example, he initiated WE-EF as one of the first companies in the lighting industry to document the ecological footprint of its luminaires in detail across all phases of their life cycle with so-called EPDs (Environmental Product Declarations) back in spring 2014.