IKEA has promoted Erin Falconer into the role of head of marketing for the home furnishing retailer in Australia and New Zealand.
She will succeed long-serving head of marketing and three-time B&T CMO Power List-er Kirsten Hasler, who is moving to Unilever.
Falconer has been marketing communications manager at IKEA since 2017, responsible for how the brand showed up in market and driving a clear, consistent and compelling expression across all customer touch points.
During this time, she led a high-performing in-house content team and agency partners to deliver integrated campaigns that cut through, while 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 has been tasked with “championing customer-centric solutions across all channels, build cross-functional alignment and inspire as a brand leader and spokesperson”.
Falconer will begin her new role from this week, undertaking a transition period with outgoing head of marketing Kirsten Hasler until her departure from the business in August 2026.
Artsiom Tsalko, IKEA Australia and New Zealand growth and marketing manager, said: “I am delighted to welcome Erin to this vital role in the Growth & Marketing team. Erin’s proven expertise in brand leadership and her passion for creative excellence will be invaluable as we continue to strengthen the external expression of the IKEA brand and drive impactful marketing strategies.
“I look forward to seeing Erin inspire our team and contribute to our ongoing success.”
IKEA Australia and New Zealand head of marketing Kirsten Hasler said: “Erin has played a significant part in IKEA Australia and NZ’s brand growth and commercial results, by leading our local brand positioning and implementing it through consistent, globally recognised, creative work that is both creatively powerful and commercially excellent.
“Erin has a bold, tenacious leadership style, and brings clarity to complexity. It’s been a joy working with Erin and I look forward to seeing both the brand and IKEA Marketing team’s continued development under her expert guidance.”
Falconer brings senior marketing leader experience across retail and global media and entertainment sectors. She specialises in connecting brand, customer and business strategy, turning insight into marketing that moves both people and performance.
Prior to joining IKEA in 2017, she held senior marketing communications roles with Disney, BBC Worldwide and Time Warner (including Turner Broadcasting and Warner Bros.) and supported the launch of Netflix in Australia.
“For me, it’s about creating not only distinctive and engaging campaigns, but activities and experiences with our brand that genuinely drive meaningful local connection and growth,” she said.
“We have such a strong platform to build from, and I’m energised by the opportunity to lead an incredibly high performing IKEA Marketing team and external agency partners to connect brand, customer and commercial performance in the sharpest, most efficient and impactful ways. We’re going to show Aussies and Kiwis how together, we can improve the everyday, with clever solutions that create more room for a life.”
