Cherry SE appoints Alexander Hecker as Senior Vice President Global Peripherals
01/2025 - Back to overview
Alexander Hecker will assume the position of Senior Vice President Global Peripherals for CHERRY’s newly restructured business at CHERRY on 1 February 2025.
Munich, 16 January 2025 – Alexander Hecker will assume the position of Senior Vice President Global Peripherals for CHERRY’s newly restructured business at CHERRY on 1 February 2025. Peripherals bundles the sales and marketing of all products from the gaming, office, hygiene and security sectors for a standardised go-to-market approach in their sales channels, thus creating the basis for organic growth.
Effective 1 February 2025, Alexander Hecker, an experienced multi-channel expert, will lead the management of the new Peripherals business unit and will also join the Cherry SE management team as Managing Director of Cherry S.A.R.L. and CHERRY Americas LLC.
Thierry Ondet, who was originally scheduled to take up the position in January 2025, is unfortunately unable to take up the position for personal reasons. CHERRY regrets this very much.
With the new structure in Peripherals, sales and marketing of all products from the gaming, office, hygiene and security sectors will be centralised in order to sustainably increase efficiency and competitiveness. Cherry SE is thus focusing on synchronised sales strategies, creating clearly structured access to the products for partners and end customers and laying the foundations for the long-term growth of the important Peripherals division.
With Alexander Hecker, CHERRY has gained a multi-channel strategist with over 25 years of industry experience. His track record including establishing the Sonos brand and innovative go-to-market concepts in retail, achieving growth of over 3,500 % and reaching 1.7 million households. His tech know how, as well as his relevant sales and marketing expertise – characterised by positions at Eora, Sonos, Microsoft and Sony – make him the ideal person to drive the strategic development of the company.
Focus on growth and global synergies
Alexander Hecker's tasks include the introduction of a new partner programme for the peripherals business, which aims to establish a sustainable distributor and retailer network for Europe. Particular priority will be given to bundling and strengthening sales activities in key markets such as Benelux, Iberia, France, the UK, the Nordics, Poland and German-speaking countries.
Collaboration with Cherry Americas and Cherry APAC will strengthen synergies and support the growth of the CHERRY brand internationally. A central component of Hecker's work will also be to increase the brand awareness of Cherry Peripherals and to position the brand more stringently. CHERRY's reputation for the highest product quality, innovation and user-friendliness is already well established – these values are to be communicated and made more visible through targeted marketing and sales initiatives.
Voices from the management
Hecker sees great potential in his new role at CHERRY: ‘I'm really looking forward to my new role at CHERRY. It feels like coming home to a familiar and dynamic industry, combined with the reunion of old companions and the exciting prospect of shaping new partnerships. CHERRY has enormous potential and the market needs another strong player. I would like to thank the Management Board and Supervisory Board for the trust they have placed in me and I am looking forward to getting started. It is a great incentive for me to work with the entire team to further develop the business and take it to the next level.’
Oliver Kaltner, CEO of Cherry SE, emphasises the importance of this personnel decision: ‘We are delighted to announce Alexander Hecker as a top-tier appointment. A universally respected multi-channel expert who has done successful business with our sales partners in various tech and CE companies over several decades. In addition to Microsoft and Sony, his success with SONOS is particularly noteworthy. Hecker joins CHERRY at the right time, as we are in the early stages of reorganising our business plans for peripherals. At the same time, on behalf of CHERRY, I would like to express our regret that Thierry Ondet will not be able to take up his position at CHERRY for understandable personal reasons. We will remain in close contact and wish him all the best for 2025, both professionally and personally.’