Lenovo ships EMEA exec to US to turn things around

Lenovo is sending an EMEA executive into North America to turn around its dismal sales figures in the region.

Pascal Bourguet is being installed as the new chief category officer in the States with the mission of turning around six consecutive quarters of year-on-year decline. This side of the pond will see Marco Andreson assume Pascal’s current responsibilities as VP Product & Business for Lenovo EMEA, while continuing to operate in his existing role as EMEA Chief Operating Officer & Vice President EMEA Channel.

A spokesperson for Lenovo confirmed the move to PCR, after The Register broke the news. “Pascal Bourguet, VP Product & Business for Lenovo EMEA, has been appointed CCO (Chief Category Officer) for Lenovo’s North America business, starting April 1,” the spokesperson said. “Leveraging expertise from across the globe is one of Lenovo’s great strengths, and Pascal’s contribution to the EMEA PC and Smart Devices (PCSD) business in defining and optimizing both product and business management will position him perfectly in this new role. Pascal’s current responsibilities will be handed to Marco Andresen, in addition to his current role as EMEA Chief Operating Officer & Vice President EMEA Channel.”

Bourguet joined Lenovo from HP in 2015 and most recently headed PC ops for EMEA. According to an internal memo seen and reported on by The Register, part of Bourguet’s brief will be to ‘build and expedite the implementation of [a] fully staffed product and business category management team."

The memo continues: ‘Build product expertise that can analyse the competitor’s landscape, address market opportunities and white space, and help with the segment Business Unit to bring products that delight customers. Organise the business planning ahead of the quarter, and also help to drive the execution during the quarter with the segment sales teams. Emulate the passion for our products and operational excellence, and work cross functionally with sales, operations, finance and marketing.’

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